Latina-Owned, Women’s Fashion Brand ‘THEEGIRL’ Redefines the ‘It Girl’

Some may advise you not to be into a couple glasses of champagne whilst creating the logo for your fashion line, but in Eunice Fonseca’s case, maybe it was ‘thee’ best thing that happened to her.

“When I was creating the logo for THEEGIRL, it was supposed to be The ‘E ‘girl,’ an ‘E’ for Eunice. When, I showed it to my husband he said, oh THEEGIRL that’s cool!’ And I ended up loving it, because everyone gets to be ‘thee girl.’ You’re thee girl.’ ‘I’m thee girl.’

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I found it fitting that at THEEGIRL’s 2nd anniversary and fashion show at Social Set Studio, champagne was being served once more, in the form of a banana-orange infused mimosa. My taste buds were dancing, and I wanted to follow in suit when I entered the space and heard the DJ playing tunes with Latin flavor. Again, it was fitting since Eunice has latin roots.

Being a Latina means so much to me. I’ve worked for multiple corporates a few years back and the discrimination that I got led me to to anxiety and depression,” Eunice told me. “Because of everything I was dealing with, it pushed me to be my own boss and create THEEGIRL to support others that went threw the same I did in corporate world and now have a small business.

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Upon my entrance, Eunice immediately greeted me with an embrace one normally bestows upon a lifelong friend, although this is the first time we were meeting in person. I discovered the brand through my fellow fashion journalist and close friend Mari Makatsaria, who has modeled half the clothes on THEEGIRL’s website! I fell head over floral heels for the flattering pieces that accentuated the wearer rather than overpowering her.

After one Instagram scroll through, I placed an order for THEEGIRL’s belted jumpsuit that dripped gold satin and wore it to a wedding the day before the anniversary party. I felt like ‘thee’ girl at that wedding, since it attracted many compliments.

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“I’m not just designing a dress, I want it to fit the person, and I’m all about details: the strap crosses, scrunching accents,” Eunice told me. “Yes, our dresses are solid colors, but the details are what matters to us.”

As far as Eunice is concerned someone’s ‘it girl,’ or THEEGIRL status is not contingent on their size, and it does not expire at motherhood. The criticism she received about how to dress once she had a child were what made Eunice want to found the brand in the first place.

“I didn’t have the typical body anymore. I kept hearing ‘you can’t wear that you’re a mom now.’” Eunice reflected, “When you become a mom, you lose that attention towards you because put your focus onto your kids as opposed to yourself. I didn’t want to lose it, and I think this [business] is what kept me more grounded during that stage. Becoming a mom pushed me to this.”

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While chatting with me, Eunice exuded grace and class that are unmistakable in the stitching of every dress, jumpsuit and skirt she and her mother-in-law–who is the brand’s seamstress–have designed.

“Don’t mind me, but when I started THEEGIRL, I did it with only $300. But looking back, I should have started sooner!” Eunice tells me with a laugh, “But I never started because I always thought, ‘oh you need money for this. How do I even start out? How do I network?”

But over two years, she figured it out in stride. I sipped on my orange-banana mimosa while surrounded by a well-curated cohort of successful small businesses, mostly minority-owned like Eunice: Vyn Jewelry, Pinkish and Quetzalli skincare among them.

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Eunice was also surrounded by loyal customers who oohed and awed at the fall collection with fall 2019/spring 2020 runway approved colors. Burnt orange came in the form of a textured midi skirt, and galaxy blue in a ruched mini dress.

“I make the piece stand out with details rather than prints, so colors change with the season. Some of the women that shop my collection come to me for styling, because I have styling experience as well, and they usually stay away from patterns because they’re risky and they don’t work for everyone,” Eunice commented on her fall collection. “It’s one thing to do something that you like and another to make sure it’s something everyone would like.”

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Eunice does plan to incorporate more prints into forthcoming collections, and she would like to utilize her years of experience in styling to personalize pieces more for the wearer. Starting in 2020, all her pieces will even be U.S. sourced.

Photos by Mari Makatsaria and Dani Noire

Keeping it Krischic,

Kristin Vartan

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Forward thinker with a Vintage Soul. Editor and traveller with a love affair with words and whimsical wardrobes. Follow me on my journey to amazing sights through the lens of personal style.

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