Sarah LaFleur has an elevator speech. When prompted to describe her growing online fashion brand, MM.LaFleur—which just opened a brick-and-mortar location on K Street—LaFleur dives into the assignment like the Harvard grad she is. “You know that feeling when you have 10 minutes to change and get out the door, and you’re looking into your closet and thinking, ‘I have nothing to wear’? We’re the company that solves all of that.”
The New York-based business has evolved from a selection of seven core dresses to a full and elegant collection that now includes dresses, separates, knits, outerwear and accessories. LaFleur says its Bento Box styling service put the young company on the map. Stylists, assigned to each customer, selects several wardrobe staples based on survey answers. In-person styling experiences, like the ones customers will now have on K Street, also have had a profound impact on helping customers assemble an exceptional wardrobe (for summer, LaFleur loves the brand’s Adelaide and Masha dresses). “We serve women who are on a mission—who are looking for that thing where they can make an impact, or even a dent,” says LaFleur, who, before launching a clothing biz, worked for management-consulting and private-equity businesses.
Next to New York, Washington is the second biggest market for the company. Maybe it’s LaFleur’s affinity for outfitting DC women—since her father was a diplomat, she spent part of her childhood here and understands the market—but it might be something more. Call it local gravitas. “This might sound strange coming from the founder of a fashion tech company, but I believe that a woman’s clothes should be the least interesting thing about her,” she says. “Appearance is important,but only in the sense that it empowers and enables you to get on with the substance of your work—your purpose.” 1429 K St. NW
My new puppy, Ruggles; Biscoff biscuits on Delta; martinis at Quillat The Jefferson; She Should Run, a bipartisan organization dedicated to increasing the number of women in politics; SiR (a great singer—if you like Anderson Paak, you will love him too)
Fast fashion; trolling; chocolate-covered fruit; voicemail; all-male corporate boards
Photography Courtesy Of: