When Lisa Mayock and Sophie Buhai created their first Vena Cava collection, they weren't planning to start a label. "We intended to have a barbecue in someone's backyard and show a few clothes that we had made," said Mayock last night at panel on entrepreneurship hosted by the Fashion Group International. "We made incredible invites in our friend's basement, and we delivered them ourselves. That naïve quality can really be an asset in a lot of ways, because you don't know what you're doing wrong, so you take a lot of risks."
Fleiss: Our most popular silhouette is one shoulder. Our least popular color is black. People are renting the most editorial, fashion-forward styles because they're using this as a way to try something new ... 98 percent of our renters have rented brands they had never owned before.