elaine talks to ylli

The Tie-Front Jersey Dress by Vince is a hot seller at YLLI

After writing about my impressions of YLLI, the beautiful loft boutique in Williamsburg which recently won "Best New Brooklyn Boutique" by New York Magazine, I wanted to know more about the creative force behind the store: owner, Fetije Madzuric. Her store is devoted to exciting, luxurious and directional fashion collections including selections from over 70 designers in womenswear, menswear, denim, childrenswear, and accessories including shoes, bags, belts and jewelry. I was so happy to interview Fetije, and learn more about her background in fashion and how she developed her eye. I have included links and photos [courtesy of YLLI] from the store's Website, so you can get a visual and start planning your shopping trip. Our conversation, via e-mail, follows:

EP: Talk about your buying philosophy and/or vision for the store.
FM: As buyer, you try to separate your personal style and emotion from the buying process but it’s nearly impossible to do. Personal taste will always be a factor in buying. I tend to lean toward cleaner lines and silhouettes but with twist or attention to special details. I always go with my first instinct…if I like it instantly then it’s in…if I debate and mull over a piece then it’s usually out. I figure if I debate over an item then a customer will too.

EP: How long have you been in the fashion business?
FM: I’ve been in fashion for 12 years. I’ve always wanted to be in the fashion industry. I went to a fashion college and my first job was as a sales associate for Bloomingdale’s. The majority of my career has been in the fashion offices for Bergdorf Goodman and at Bloomingdale's. At Bergdorf's, the focus was more on women’s fashion and at Bloomingdale’s it was in men’s fashion. Bergdorf’s was a peek into a world of fabulous fashion, and at Bloomingdale’s I fell in love with the men’s fashion industry. Both of those positions (unknowingly!) gave me a great foundation to do what I’m doing now. A huge focus for me is finding new resources, and a large part of my job for these stores was doing just that.

EP: Who are your top-selling women's clothing designers? Please name the items too and include links to your site where possible.
FM: My assortment is constantly changing…but one of my top selling lines is Vince. The Tie Front Jersey Dress [1.] has done very well this season. Sunshine & Shadow, a local Brooklyn Designer, has also been amazing. The Snaps Dress [2.] is a favorite. Crispin & Basilio, a new designer, has been wonderful…especially the Drawstring Top [3.]. And Tony Cohen, also a new designer for us. This [Deep V-Neck Dress, 4.] sold out so quickly. (We also had it in off white but that sold out completely.)

EP: Name 2-3 hot trends you will capitalize on for Spring/Summer 07.
FM: Dresses…all types of dresses have been great…they’re easy and care-free. Perfect for the summer. Organic…we carry a line called Loomstate which is 100% organic cotton and it’s been awesome. Consumers are definitely becoming more socially conscious.

Thank you so much, Fetije. As a fashion designer, I am particularly interested in your story. It is also a huge treat, information-wise, to learn your takes on the trends and what's selling. Readers, please note: every Saturday in May, YLLI will host special showings of Brooklyn designers. Consult YLLI's Website, or call the store for the latest information.


YLLI
482 Driggs Avenue (at N 10th Street)
Brooklyn, NY 11211
718.302.3555
L train to Bedford
click here to see photos of the store

Snaps Dress by Sunshine & Shadow


Another hit: the Drawstring Top by Crispin & Basilio


Tony Cohen's Deep V-Neck Dress is a super-hot seller