Jacey Duprie has launched her own fashion label: WWD

Damsel in Dior no more — Los Angeles-based influencer and author Jacey Duprie has launched her own fashion label and retail store called Wyeth.

The label is rooted in California classics, including boat-neck sweaters in navy stripes or “Yosemite moss” green, barn jackets, cotton tees, knit dresses, poplin shirts and shorts, $78 to $306 .

It’s selling on the shopwyeth.com website and in the new 1,150-square-foot Wyeth boutique that opened this week at Platform LA in Culver City, California, across the street from the Wyeth design studio.

“Working as an influencer for 11 years and trying on millions of clothes, going to fashion weeks and working with brands, I’d say things like, ‘I love this jacket, but why didn’t they make it?’ Or, ‘I love this dress but I wish they would,’” said Duprie, 39, who has 530,000 Instagram followers. “Now that I’ve gained experience, I know how much work is behind all these choices and I appreciate them. But I always wanted to have full creative freedom. Wyeth marries my Southern upbringing with an East Coast sensibility and California cool girl, because I am all of those things.

Duprie has several experienced partners in the venture. One of them is the real estate company Runyon Group, which owns the Platform mall in Culver City, where Apple, Amazon, HBO and Sony have offices nearby.

In addition to real estate investments (Runyon will open a new mall, The Post, in Montecito, Calif., next year) princes Joseph Miller and David Fishbein have kick-started brand building, investing first in a home retail project called the Atrium for star decorator Jeremiah Brent at Platform, and now at Duprie’s Wyeth.

“We are trying to create an ecosystem in our company where we can partner with you at any time. In some cases it’s a shop lease, in others it’s a full-fledged partnership,” Fishbein said of providing start-up capital for Wyeth. “Jacey’s vision has resonated for decades, people have been following her since they were in their 20s and she is now a mother. They are interested in what is going on.

Wyet Collection.

Other partners are Velvet by Graham and Spencer’s managing director, Henry Hirschowitz, and co-founder and creative director Jenny Graham, as well as Velvet’s parent company, Japan’s Adastria Co. Ltd..

“It’s an easy marriage of the three of us,” said Duprie, whose real estate investor husband Grant Leavitt also works in the business, which currently employs 15 people.

Duprie started her blog Damsel in Dior in 2011 and has collaborated with a number of brands, including Amazon Fashion, Splendid and The Odells.

Over the years she has written about the latest Dior bag, Cabo vacation styling and family photo style tips, but also about FOMO and social media anxiety, managing ADD and her fear of to fly. That honesty resonated with fans, including those who bought his book, “Liking Myself Back: An Influencer’s Journey From Self-Doubt to Self-Acceptance,” released by Park Row in June.

“Everyone has seasons in their life. Some seasons have been great and outrageous, like going to Paris and going to Dior and Chanel shows. And some of it was heartbreaking and hard, like writing the book, where I had to go back to emotional moments. But now I have graduated. This is my next act,” she said, adding that he plans to cut back on his social media content and won’t be selling the book in the Wyeth store.

Inside the Wyeth store.

Duprie has also chronicled extensively online about renovations to her home, including a Lake Arrowhead project. She contacted interior designer Martha Mulholland for this and the new Wyeth store, which has a Spanish Colonial feel, with warm stucco walls, reclaimed brick floors, a fireplace, custom light fixture crafted from native plants, flowers and cotton bolls (a nod to the idea of ​​Duprie’s roots as a Texas cotton farmer’s daughter).

“My aunt had a shop in Chicago where I worked during college,” she said she got her teeth on Celeste Turner, adding that, amusingly, that shop sold Velvet by Graham and Spencer T-shirts. “Despite my social media history, I love seeing people and helping them in the locker room.”

The Wyeth Launch Collection (named after a favorite Andrew Wyeth quote, “I paint my life”) consists of 14 storage units. Duprie’s favorite is the Santa Ynez barn jacket, with corduroy-lined pockets “so when you put your hand in its cozy,” she said. “And I like shots, I’m a no-nonsense girl.”

As the range grows, he intends to keep prices low, ideally under $550. “I know my followers and I know what they want to invest in…so I’ve tried to let my metrics and analytics inform my decision-making in terms of pricing and the pieces we’re designing,” she said of the collection, which is produced in Italy and in China. The line will expand into silk separates, more dresses and accessories in the coming year, all with the kind of California city-country lifestyle vibe that has proven bankable with LA-based labels Jenni Kayne and The Great.

Inside the Wyeth store.

In addition to Wyeth, the store features vintage candlesticks and ceramics curated by Mulholland and a selection of third-party items, including wooden jewelry by Sophie Monet, velvet headbands by Jennifer Behr, denim by AGolde, dresses by Merlette, boots by Aeyde and more.

Duprie will seek out other influencers and social media platforms to help promote Wyeth.

“I love him more than me, me, me,” she said of becoming more behind-the-scenes. “I just started using TikTok, I’m almost 40, but I’m trying to have fun and be stupid and silly. After a few glasses of Chardonnay, it’s easier,” she laughed.

Wyeth has several upcoming collaborations planned, including Lake Pajamas, Janessa Leone hats and a range of children’s clothing for summer. And Duprie hopes her second store is in Runyon Group’s The Post in Montecito.

“I have big dreams for the brand. I’d be willing to wholesale it when we’re ready. The first five years will be significant in terms of scalability,” Duprie said. “But in 10 years, I hope to be a household name.”

Wyet Collection.

Wyet Collection.

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