Behind the Seams: Shoshanna

Designer Shoshanna Gruss embraces color, curves, and finds the fun in fashion – a woman after our own hearts. Since bursting onto the scene in 1998, she has grown her collection to include dresses, sportswear, swimwear – and you can find her wares in more than 500 stores nationwide. We went behind the seams with Shoshanna to find out what makes her tick and what’s coming up in 2011. — Lara




What inspired your latest collection?

My collections always start with a color story, which for spring was a nice blend of soft neutrals and dramatic bold prints. The contrast between the two, remind me of the change in seasons when I like to switch out my wardrobe and slowly start sprinkling in hints of great color!


What new concepts or materials did you introduce in this collection?

The spring collection was the first season we introduced a fabric called blossom jacquard in three different silhouettes. This particular fabric looks like a printed dress, but is really made up of the most intricate woven cotton blend.


Which part of the design process do you like the best?

I love the feeling of starting from scratch, when the sky is truly the limit and we begin looking at new fabrics, beads and silhouettes.  It is so exciting to see the transformation of an idea turning into something like a one shoulder beaded dress!




How do you celebrate finishing a collection?

We have over eight collections per year with swim, baby girl and the Charlotte Ronson collaboration, so by the time we finish one season we have already moved onto the next.  It is hard to find time to actually sit down and celebrate. However, the ultimate satisfaction for me comes when I see someone wearing one of my designs on the street!


What words would you use to describe Shoshanna?

Celebratory, functional, wearable and beautiful.


How is the Shoshanna brand growing in 2011?

Since the launch of my collection in 1998, I have always grown the business in a very organic way by adding new categories as it seems fit.   This year while designing the next swim line, we have put an emphasis on cover ups and will be adding a new variety of silhouettes, fabrics and embellishments.


If a girl was going to purchase her first Shoshanna piece, what would it be?

A dress, it is the signature piece from Shoshanna!