Frances Valentine's Elyce Arons takes vintage shopping to YouTube: 'From the hunt to the finished design'

Frances Valentine has launched "Mission Vintage," a four-part YouTube series that follows co-founder and CEO Elyce Arons as she shops for vintage pieces that inform the brand's designs.

Speaking to FashionUnited, Arons said the series grew out of her habit of documenting store visits on social media. "I'm regularly on the road, popping in and out of vintage boutiques and larger shops, picking up vintage gems and taking them back to our offices for inspiration. I've recently started documenting these excursions on my Instagram, which our followers reacted to so positively, so we decided to take it to YouTube," she said.

Arons said the locations were shaped by a year of travel for a book tour and speaking engagements. "These trips take me all across the country, and each city I visit, I always try to find time to visit local vintage stores," she said.

Arons, who co-founded Frances Valentine with Kate Spade in 2016, said her interest in vintage dates back to her childhood in Kansas. "I've been a fan of vintage clothing my whole life," she said.

She said the brand looks to vintage for silhouettes, prints and construction details. "The craftsmanship in midcentury pieces is so special and the details like stitching, embroidery and beading are what make these pieces unique. We match that quality at Frances Valentine but are also able to add a nice range of sizes to offer unique designs to women with every body shape."

Among the finds made during filming were a Darlene knitwear sweater in Louisville, Kentucky, and a garment combining trousers and a skirt. "The pants are actually built into the waistband of an open skirt. Just genius!" Arons said.

The series is also intended to highlight independent sellers. "One of the most gratifying things is shining a light on these small business owners and collectors," she said.

Asked whether 'Mission Vintage' could continue, Arons said: "That's the goal! We're so excited to share this series with viewers, whether they're already vintage fans, or just curious."

New store and collaborations

Frances Valentine has launched a capsule collection with the Mary Tyler Moore Vision Initiative, which reworks looks associated with the late actress. The line comprises 14 ready-to-wear styles, two handbags, three shoe styles and an updated version of her Tam hat, with 20 percent of net sales going to the initiative's vision research for people living with diabetes.

The brand will open a store in Charleston in November. It also has upcoming collaborations with blogger Blair Eadie of Atlantic Pacific and with Mary Aarons, daughter of photographer Slim Aarons, on a limited-edition apparel and accessories collection inspired by his work.