“The first rule of the Fiss Club is: Don’t talk about the Fiss Club!” Tracy Fiss said jokingly on the phone in Los Angeles. Of course, he lingered on the famous movie of the Fighting Club, but the mood was not too far away. Feith Club, his cheeky limited edition dress collection, caters to a woman who doesn’t want to tell you where she got her dreamy, vibrant print dress, she definitely doesn’t want to see you wearing it, either. For every vintage or small batch of fabric from Feith, he only used it to make a few pieces of clothing – even just one piece – so the chances of seeing the repetition were very low. This is a privilege and is usually reserved for great vintage discoveries or custom fashion. “The idea is that it really is a game of underground society,” he said. “If someone is wearing pretty clothes, they don’t want to tell you anything about it.”

Feith’s comeback is good news for dressing enthusiasts everywhere, especially those who collected slips and minis from his first line, which suddenly closed in 2010. “Every day, I’ll receive the sweetest Instagram message from a woman saying, ‘I’m very happy when you missed your store closing, I’m glad you’re back!’ or ‘My daughter is wearing all my vintage Tracy Feith dresses’, This is really energetic for me,” he said. Even before he launched the Feith Club, he received the request for a retro TF dress, so he re-released some beloved styles, such as a lazy dress in the late 90s. He also launched a new dress with dramatic puffed sleeves, ankles, a high collar and a large bow – they are all provided via Instagram Direct (at least so far). “This really started with Instagram experiments,” he explained. “I made a dress and put it on Instagram. Within three hours, eight people ordered one. So, I know there are some things.”

There is currently no Feith Club website, and although he is accepting the idea of choosing a retailer’s wholesale, the Instagram DM model is working for Feith. “I really like to communicate with my woman,” he said. “It feels like the future, somehow – direct contact, making pieces without seasons and buying now. . . . I don’t want it to become too complicated. I have been doing this for a long time, I know how to do it all from the pattern I made samples for sample cutting and sewing. I have several interns, but apart from that, it’s just me – I am very personal. “This is a low-fidelity way of doing things, but at the same time it reflects the tailor Rare, old-fashioned approach. Have your own store and make parts that are suitable for customer measurement.

Feith’s Instagram feed is now basically his storefront, but it doesn’t have a glossy lookbook photo; instead, he uses his chintz and wallpaper floral dress to shoot real customers, then write down instructions on how to place an order in a comment. . Some women are his friends, there is a fashion editor here and there, and there are some celebrities. He also released behind-the-scenes photos and close-ups of the fabrics he recently discovered: “I buy fabrics from everywhere,” Fiss said. “It’s like finding a needle in a haystack. I’ve always done this – exploration is an important part of the design process. I’ll see a piece of fabric and a picture that I can make, or I’ll Find a dress that has passed, because people don’t see it like I do.”

At this time next year, Feith Club may not be such an insider secret because the business is built on a very public application. He also plans to do some luggage display in professional boutiques, but will keep small batches, feel every piece of clothing – and its wearing – always quality. “The thing I am doing now is to go back to the real Tracy Feith and go back to my store,” he said. “I just want to make women look beautiful and feel beautiful. Now, especially, they want to have fun and excitement, not like everyone else. Now everything on social media, you may be early [in On the runway] see a piece of clothing, when you actually use it, you think you have seen too much. I don’t want to be fashionable, I want to live longer on clothes. I like my life, I think this is my original What happened to the clothes. “As for expanding into other categories, we will not be surprised to see Feith Club’s skirt and statement tops in the near future, but the dress is his Mo” I always think that a dress is worn by a woman. The most modern thing, because this is one thing – you put it on, pull it, and you are done.”