In 2012, Sarah Dubbeldam launched Darling magazine with the mission to depict real, un-retouched women while sharing uplifting ideas on self-esteem and feminine empowerment. In the course of the pandemic, the previous model-turned-editor in chief and chief creative officer of the magazine and media company wondered what the following step in scaling Darling’s business while incorporating its audience must be — landing on evolving it into a way of life label by offering ready-to-wear and residential goods. 

“The thought of clothing was really exciting – fascinated with once you get wearing the morning, that’s your very first interaction along with your self-esteem, right? How can we create a clothing brand that carries the message of Darling, in order that when women placed on a Darling item, they’re remembering our mission of at all times pushing against the sweetness standards of society and focusing more on who you’re becoming internally.

“Are you comfortable on the within, do how much you’re value, and do you’ve got confidence despite the way you look? That was really the impetus for it and pondering how it could actually really tie into what we do,” she told WWD.

Dubbeldam said she believes people, usually, wish to be a component of something that’s larger than themselves. “Coming out of COVID[-19], when people felt really disconnected, to create this community element and an envoy program, where women can connect around an analogous mission, be in person and have this chance to represent our clothes and sell our clothes — it was just a few different reasons that every one type of got here together.”

Darling on Monday is launching its debut ready-to-wear capsule alongside a collection of home goods; the assortment is offered for purchase direct-to-consumer on the brand’s website and thru its latest “Darling Society” ambassador program.

“People have at all times asked to be ambassadors of the magazine but I could never really form an actual program around that. We never really had the infrastructure for that, in order that’s where the sunshine bulb went off where we said, ‘How can we allow women to represent our brand through a structure that we actually imagine in?’ We ended up establishing a way for ladies to represent the clothing,” Dubbeldam said.

The ambassador program (which incorporates members chosen per season through an application process) requires members to buy a “small buy-in” from two ready-to-wear capsule sizes — 10 pieces for $500, or 20 pieces for $1,000. 

Darling’s website states that while there aren’t any minimums for the primary season and this system isn’t a buying club, they’re asking ambassadors to earn enough commissions for season two to cover the road. Moreover, ambassadors are required to place down a $250 deposit to secure their spot, “then there’s a three-part payment plan on your remaining balance that’s collected 30 days apart,” with a further referral credit program.

“We’re pretty choosy about who we pick to represent our brand since it’s about greater than just the garments itself, but additionally the ethos of Darling. We aren’t only a clothing brand; we’re also a social movement and mentality, so it’s greater than a Liketoknow.it — it’s personal and unique,” she said. “It’s $500 for a 10-piece capsule, which is value $1,500; the 20-piece is just $1,000 but is a $3,000 retail value. You’re getting like blazers, sweaters, skirts, three pairs of pants, T-shirts, blouses — a 20-piece collection you could possibly slot in a carry-on. It’s fun to comprehend how much you’re getting [for the price], after which you need to use the capsule to sell; I created what I desired to do.”

The thought is for Darling Society members to sell the seasonal styles digitally through social media, in addition to through in-person events, modeled after the brand’s own “Darling Dinners” and events. 

“It’s a non-multilevel marketing structure, so it’s just you, your sales and your commission at 25 percent to 40 percent, based on how much you sell,” Dubbeldam said.

Ambassadors may also opt-in to buying Darling trend drops, which is able to offer three pieces a month of more print, color and trend-driven styles, in addition to home goods (which currently include salt and pepper shakers, vases, candle holders, and more) at a reduced price.

“When you’re an envoy, you get this beautiful collection of clothing which you could wear and which you could sell; you get 25 percent off every thing in our store, and you furthermore mght get access to those beautiful retreats twice a yr,” she said of the model. “The people who are already in, we’ll proceed them on; if there’s latest applicants, we add them in. The goal is to grow by a select amount of ambassadors per season as an organization that’s not too aggressive nevertheless it is sweet, healthy growth, where we feel prefer it’s still representing our brand.”

The debut capsule’s ready-to-wear (priced $60 as much as $250 for select styles) is made up of styles that reference a “Paris meets Copenhagen feel,” inspired by her love of travel. Dubbeldam stressed the road is “not a fast-fashion clothing line,” but offers a relaxed-meets-elevated aesthetic and is made up of natural fabrications — said to incorporate cottons, linen, rayon blends, cotton blends and viscose blends. The capsule was noted to be 47 percent sustainable and ethically produced in China.

“It’s translating that European aesthetic to America — the capsule is predicated off of the thought of the 10- to 20-item French wardrobe. This concept of shopping for less, buying more quality and having these foundations in your closet which can be just very easy. For me, being a mom and having a post-pregnancy body and wanting to find a way to bend down and be versatile, I’d say that they’re just not fussy, and so they’re easy and in order that’s type of the aesthetic.” 

Styles inside the first capsule range from T-shirts, boyfriend button-down shirts and tailoring to jumpsuits, fluid dresses and trousers in neutral shades and just a few pop colours. Each bit is in sizes XS to XXL, which plays into Darling’s overall ethos of being a really inclusive brand, and includes tags with their slogan “You’re a murals,” contained in the garments.

“I need women to feel beautiful, confident and secure of their body exactly the way it is and never feel like they’re in need of alteration or need to alter anything about themselves once they placed on our clothes,” Dubbeldam said of the debut Darling capsule. 

Looking ahead, she hopes to grow the capsule while keeping it tight, with the thought of expanding into accessories, more trend drops and collaborations with external brands, influencers and friends of the brand.

“The sky’s the limit. I mean, I’m at all times dreaming big.”