It’s been over 20 years since the entrepreneur launched her namesake womenswear collection, that we got to know Shoshanna Gruss as a designer. It was not just about the sheer gorgeousness of her design aesthetic, but that it fit real women, curves and all. And not just for the sake of fitting the shapes of many of us, but that it made all of us feel and look stunningly beautiful. It’s not just us, but notables like Taylor Swift and Emma Stone, among others. So what does Shoshanna do for the 20th anniversary of her swimwear line? She launches the most nostalgic print of all — the cherry print. You may remember it as Charlotte York’s bikini top on “Sex And The City.” Today, it’s currently all the rage on social media. While we can’t believe that Shoshanna has a 20-year-old company, we’re also really excited to know that a woman designing for other women in a way that is self-affirming and stunning on our real bodies is still a queen on Seventh Avenue. Ladies and gentlemen … Shoshanna.
Shoshanna, we’ve been following you since you were a teenager. To see you blossom into such a successful fashion designer, women’s rights champion, and philanthropist has been inspiring to watch. How do you see your life going and what is inspiring you of late?
I launched Shoshanna almost right after I graduated UCLA. I came home to New York City with the intention of taking an investment banking job. The closer I got to starting my job at the firm, the more and more I knew in my gut that that was not the direction for me. I had been kicking around the idea of starting a brand of clothing that was more inclusive of more women’s body types ever since I worked in a high-end retail boutique in Los Angeles during my college years… once I graduated and was faced with that freedom and the prospect of doing a job that felt wrong, the desire and passion to start my line grew strong. So strong in fact, that there was no way I was going to not do it, and despite my parents’ pleas to stay far away from the garment industry, I dove headfirst into it. It took me a year to get the line off the ground, and I shipped my first collection, Shoshanna, for resort, in 1998. It was three dress shapes, in three different colors, ways, and fabrication. Each dress came with a purse and a matching bloomer!
Your namesake fashion line, Shoshanna, is 22 years old and simply divine. Who or what are your inspirations in fashion?
Thank you SOOO much! I am most inspired by my surroundings, most especially growing up and coming out to the Hamptons my whole life. The beach and beauty of the East End is felt in all my collections! Whenever we are designing the line I think, we need walking-around-town dresses, beach clambakes, and cocktail-party dresses.
You are fully committed to sustainability regarding fashion. Can you tell us why you decided to make this major change and how you are integrating it into the collection?
I think that it has always been there for me. The idea of never overproducing, not filling the world with unnecessary products. We’ve always been committed to making the highest quality garments that are timeless and should remain in our closets forever. The more we learn about how each one of us and our carbon footprint has such an impact on our environment and the thought of not leaving this world a better place than we found it for my grandchildren is what drives me. Today I saw that Heinz Ketchup in trying out a bottle made from pulp wood, and it got me so excited! I love and support companies that are trying to be more sustainable. I am so worried about our children’s future, and what they will have to deal with.
Your cherry print was released for the 20th anniversary, and it is all over social media — why do you think this sweet nostalgic print has tugged so many heartstrings and gone viral?
Yes! It is the 20th anniversary of our swim collection! We were the first swim collection to sell our tops and bottoms as separates, especially in department stores. It took a lot of convincing to get the stores to sell them that way, but it was the only way my concept worked! And we sold A-DDD in the top, and P-XL on bottom. No one else was doing that in the contemporary market at the time. It really struck a nerve with our customers. Now almost every contemporary brand sells as separates, but 20 years ago, everything was sold as a set. The launch of the swim collection really put the Shoshanna Collection on the map. The Cherry print was everywhere that year. Celebrities in movies, on magazine covers! It was so much fun. The print is exciting, sweet, playful yet has tongue-in-cheek naughtiness to it. It was just a different feeling at the time. We thought since Y2K fashions are all the rage, and it was for sure the most iconic print, bringing it back 20 years later would not disappoint. It’s been so much fun to see a totally new generation embrace it!
Can you tell us about your Spring/Summer ’22 collection?
Spring 2022 is in bloom! Small and large-scale florals, airy eyelets, and delicate embroidery are mixed with a vibrant palette for a refreshing start to the season. Knitwear was a focus for this collection, offering comfortable, body-inclusive shapes in geometric patterns. Shoshanna Midnight continues with an ethereal feel; painterly florals are woven with lurex. The collection incorporates more cocktail silhouettes with statement details, thoughtfully designed to be worn to many occasions.
The Summer/Pre-Fall collection encompasses the new reality of dressing up: bright florals and vibrant eyelets in softer, flowing silhouettes for a refreshing feel. Fun tassel trims and colorful embroidery are hallmarks throughout. Pre-Fall offers an assortment of transitional solid knits. The evening pieces were designed with summer celebration in mind. Large-scale laces, coral sequins, and rich satins are paired with stand-out necklines.
You have three beautiful children! How were you able to deal with your workload, motherhood, homeschooling, and your philanthropic life during the pandemic? It must have been chaotic, no?
Thank you so much! Homeschooling was a nightmare for me. My twins were in first grade, at different schools, and I basically had to monitor the two of them the whole day. Signing in and out of Zooms all day long. My poor teenaged daughter was able to do it on her own schoolwork. Keeping a teenager away from her friends is just about the cruelest thing you can do. It was a tough time for everyone. It was a very tough time for all, but we had some beautiful moments, and we, like everyone, made the best of it. I just felt so bad for all the children who missed out on milestone events. Big birthdays, graduations, so many things lost and missed… I do hope and believe that this generation will have a greater understanding of how lucky we are when things just go “OK.” Ugh, just talking about it is stressing me out. So grateful that period is behind us.
You obviously have an artists’ eye and are a collector of art. We love your involvement with CMEE and the “Sparkling Garden.” Can you tell us a bit about it?
Yes, I worked with Chelsea Hrynick Browne on the project. Chelsea is a local artist in Sag Harbor whom I adore! I have some works of hers in my home. We helped supply her with materials for her latest project. So cool to see it finally come to fruition!
Philanthropy is a major part of your life. What are some of your favorite charities and boards that you are a part of and why? How can our readers become involved in them?
I have been involved with Society of Memorial Sloan Kettering Cancer Center for over 20 years. We do many beautiful events that support our initiatives that people are welcome to join. I am on the Board of the BlueCard which supports Holocaust survivors who live below the poverty level.
The East End has been a beloved place for you and you post on social media regularly about the region. What about it do you love so much?
I have spent almost every summer of my life out here. It’s changed and evolved so much, as I have grown. Some things I really miss, and some things are welcome additions. Nothing is better out here to me than the beaches. I love the sand and saltwater. I love the bay beaches filled with sea-life and shells. My children and I spend hours surfing, exploring all the beaches, swimming in the water. Boating to our favorite restaurants. A friend of mine once called us “Aquafamily” and I really loved that.
What are some of your favorite spots that you frequent here?
So many amazing beaches! Some of my favorites: the bay beaches in Napeague and a trip to the Clam Bar and then ice cream at Ralph’s is all three of my children’s perfect evening.
All day surf and hang at Wiborg beach with sandwiches from Goldberg’s or salads and wraps from my favorite, Provisions in Sag Harbor. My favorite farm stand is Serene Green. Besides the best produce and flowers and cheeses, they have amazing fresh seafood and they even sell frozen dim sum from Nom Wah Tea Parlor, which was an amazing find during the pandemic. O by Kissaki and Tutto il Giorno are my favorite places for a dinner with girlfriends. My kids and I love to go to Sen and Blue Parrot. Fierro’s has the best pizza.
I have been eating the USA sandwich at the Village Cheese Shoppe in Southampton since I had my first job in a boutique on Jobs Lane the summer of ’91. The store was called A Wing and A Prayer.
I became a member of the Sag Harbor Cinema, and if you join you get to go to the secret bar on the roof, which is unexpectedly super fun. I don’t get much time to shop, but when I do, it’s Blue and Cream or Joey WÖlffer!
I keep a large canvas bag in the trunk of my car all summer with towels and swimsuits for everyone. A change of clothes and sneakers and flip flops and tennis racquets and fishing nets and a small, empty igloo cooler at all times! Every single one of these items has come in more handy than you could ever realize. I have spent enough time in the Hamptons to know that you never know where the day is going to take you.
What are some exciting things coming up for you?
This season marked our 20th Anniversary of the Shoshanna Swim Collection. With that, we relaunched our Classic Cherries print in a women’s bikini, rash guard, and little girl’s bikini. The styles are certainly making a splash!
You are involved in so much that we wonder what do you do for fun when you’re not working?
Honestly, my favorite thing to do is read… and wander the beach looking for shells. I love a little alone time, but it does not happen very often… one day.
Learn more about Shoshanna click here or follow her handle at @shoshannagruss.
