This Fashion Executive Created A Clothing Line Dedicated To Positive Affirmations For Women

This Fashion Executive Created A Clothing Line Dedicated To Positive Affirmations For Women

After Camille Bergher graduated from FIDM she landed a job at one of the biggest private label manufacturer's in the business, Topson Downs. 25 years later she is now a partner at the company and CEO of AFRM. The road to Bergher's success was far from easy as she started at the very bottom of Topson Downs doing the opposite of what any fashion girl would want- sales.   

Bergher found that mastering the sales department was her secret formula to success. It gave her a global viewpoint of the industry because design encompasses a huge part of sales and merchandising especially in the private label business. She soon started to design her own lines to sell to her clients. That strategy led her to become a partner ten years later. Bergher was responsible for the what is now a $250 million a year business selling to Target, Macy's, Walmart, Kohls, and Nordstrom.

During her time of developing brands and working with retailers, she found there was a lack of brands that offered elevated pieces at a thoughtful price. But there was more that could be done to in Berghers eyes beyond a cute outfit that didn't break the budget. So Bergher started a collection designed with intention behind the pieces. Each piece made is a manifestation of the AFRM vision. The vision of igniting other women into a community that empowers all women. Small affirmations are carefully placed on everything from the tags to the packaging to remind all those that come in contact with the clothing with AFRM's vision. AFRM is now sold online and in over 18 Nordstroms. 

Bergher shares why she decided to start her own line after years in the fashion industry.

Yola Robert: Why did you want to start your own line after years of being in the private label business?

Camille Bergher: Private label aesthetics vary based on the individual retailer’s needs, and after 20 years of designing and developing retailers private labels, I wanted to be able to engage with our customers directly.  There’s so much change in the industry today, that owning your own customer helps build the DNA of your brand. Taking the information from our direct to consumer platform (shopAFRM.com) gives us the ability to share our learnings with our retail partners and give them real-time information on upcoming trends.

Robert: What white space has AFRM filled in the millennial fashion space?

Bergher: AFRM has created an elevated experience through clothing that communicates strength and inner beauty at a thoughtful price. But it's not just clothing. It really is a lifestyle. We spend so much time in our design and really thinking about every garment that we want women to exude confidence in. No matter what shape or size you are we want to allow you to feel confident in our clothes. That of course, starts from within which is why we add affirmative messaging on all of our garments. 

Robert: What does AFRM stand for?

Bergher: AFRM, an acronym for Affirmation, was born out of a desire to marry how one feels on the inside with how one looks on the outside. We believe beauty is expressed from the inside out.  In support of this, we send affirmations with each purchase to help promote self-empowerment.

Robert: What advice do you have to new brands entering the marketplace on staying authentic with scaling?

Bergher: You have to stay true and authentic to the soul of your brand while scaling. Don’t be afraid to experiment and push the limits. Be creative and don’t set boundaries. At AFRM we often will ask questions a different way to really get to know our customer. Connecting with your customer's needs and wants will help go far as an indie brand. 

Robert: Were there any challenges when starting your own in house brand at Topson Downs after years of experience?

Bergher: There are always challenges! One of the biggest hurdles occurred when we first launched the brand. Initially, the brand was named, Arrive. Only a few months into launching we realized another big company had a similar name to us.  Although at the time it seemed devastating to change our name, our name now suits our brand DNA so much better. It was a blessing in disguise. 

Robert: What do you want to tell your AFRM girl?

Bergher: To love herself, to be comfortable in her own skin, to celebrate her shape and everything about her.  I think that's what I would tell her first and foremost and then hope that our clothing would help compliment that because that's really what it's there for.