With Nearly Two Decades In The TG Clothing Business, Suddenly Fem Remains On The Styling Forefront
Suddenly Fem, www.crossdresser.com, has been a TG LIFE advertiser since Day One. And, in case you haven’t noticed, they’ve been prominent in producing fashionable TG clothing for almost 2 decades. Recently, TG LIFE Beauty columnist, KC, caught up with Tyler of Suddenly Fem for a round of question/answers on why this company’s success has continued to this day!
KC: whose idea was it to cater to men that like to wear woman’s clothes? Are you transgendered, or does any one in your family tree belong under the GLBT umbrella?
Tyler: Mother, Laine Alexander, started this business 17 years ago. Her initial business was doing transformations (glamour type) for M2F clients and she saw the need for clothing and accessories to fit her clients. Shopping for sexy dresses in size 18 was impossible. I was just done with college and decided to help out... and have since become a partner in the business. Mother is a GG of course and I suppose I picked up the business and understanding of the transgendered lifestyle by osmosis. I very much respect our clients and the important choice of expressing their feminine side and we were the first to push for respect and dignity in marketing to the transgendered community.
KC: Who designs the Suddenly Fem line?
Tyler: Mother and I design the line. She is the driving force behind the styles and I am the production engine the makes the clothing “happen” in our various factories. So, I suppose she is Captain Picard... and call me her Number One. I “make it so”!
KC: Some Tgirls are larger than normal TG large sizes. What garments do you recommend for them? And if those are even too small do you see yourself expanding to a division of Suddenly Femme Plus?
Tyler: We start at size 10 and go up to size 22 (28 waist to 44 waist). The is a fairly wide size range for any clothing line. Because we are a production line clothing company (just like Fredericks or Newport News) we make inventory for the most popular sizes. We test marketed petite and plus sizes over the years, but the demand in our particular market was not strong enough. Larger size clients always look fabulous in our Empire style swing dresses, and I usually recommend separates for TG customers so the top and bottom fit perfectly. Our line is strong with many skirt and top combinations. We just launched the first denim skirt line made to fit Tgirls last year!
KC: Your YouTube videos are great – they show an actual male model moving in the clothes. And your catalog is beautiful - however there are genetic women in it. I find this interesting since I am a woman in the industry and own some of your garments myself. Is there a method to this?
Tyler: We strive for the best presentation for our catalogs. This requires multiple photo shoots each year and in our case, fabulous models whether TG or GG. We are always seeking professional, sexy, experienced Tgirl Models that are available at the right time and can make it to our locations. Problem is that we have not always had the best of luck accomplishing the task. So we use GG models and appropriate, experienced TG models when we can find them. This season we have added Tgirl Model, Tiffany, and she is fabulous. You'll see her all over our site and catalogs. Take a peek!
I know, the YouTube videos really help for the customer to see the clothing live and on a body. The looks for the shoots are based off the catalogs. We have shot in fabulous mansions, and also done sexy, hot, exciting studio shoots. We try to make each series different. I do art direction on the east coast video shoots and I trust skilled agents to coordinate our west coast video shoots. I hope the attention to detail is noticed… we really strive for a top-notch product so that our company and the whole TG community can make strides in gaining mainstream respect. I am the announcer in our newest video collections... I had so much fun doing that part.
KC: Suddenly Fem has great accessories - have you ever thought of doing a shoot showing them like a home shopping network concept? With Gina Lance as the host of course!
Tyler: That’s a great idea. We are totally re-doing our jewelry and wigs for next year… that sounds like a fabu idea for an introduction! Gina is so fun to work with.
KC: What is your favorite part of the business and why?
Tyler: I’d say the videos and the fashion shoots. I’ve gotten quite adept at producing them and it is very satisfying to see the concept come to life and be presented in and exciting way. I hope that our dedication to the fashions and our clientele comes through in our presentations.
KC: Has fashion always been your passion? Or did you really want to be a police officer or fireman when you were little?
Tyler: I never thought of fashion as a career. I came out of college with a business degree. I’ve learned a lot about clothing construction and production - and some of it trial and error – but I have always been willing to listen and learn (I’m a quick learner). At Suddenly Fem, we start from the pattern up… our fashions and accessories are crafted one by one to fit the clientele. I’d love to break out into music and I am hoping to make a big impression on that genre. I want to work in production and bring new concepts to today’s music... I feel it needs a change. But that’s a whole different interview!
KC: Is there a product that you consider to be Suddenly Fem’s best-kept secret that you know is wonderful and maybe gets looked over a bit that others need to know about?
Tyler: I’d say our wigs. Hair is so important to the overall look. We make our hairpieces in larger cap sizes and custom blend colors at a really affordable price point. Larger caps insure that the wig will not ride up or look funny on a larger size head. I don’t think enough customers understand the value.
KC: How often do you add pieces to your line? And do you retire some after a while?
Tyler: We add new styles in breast forms, wigs, clothing and jewelry every quarter. So… if you like something, best to get it quick. We can sell out in 2- 3 months on really popular styles.
KC: Do ALL YOUR FRIENDS know what you do for a living?
Tyler: Of course. What's the shame in this business? I tell everyone. If they don’t like it, I have no interest in talking to them. If they get their panties in a wad about the whole thing I just remind them they are getting all upset about fabric. I provide a wonderful product for great people who really enjoy the quality and design. I sometimes daydream about the line being like a D&G or Versace. You never know!
KC: Do you get fan mail?
Tyler: I don’t… but the models do! We get many thank you letters each month. I think our clients really appreciate having their needs met and are satisfied to browse a professional presentation catering to TG’s. We have the nicest client base on the planet!
KC: If you only had three words to describe your clothes what would they be?
Tyler: Sexy, Satisfying Quality
KC: Since you carry specialty items I can safely say I enjoy the pieces I own and wear. Has it ever occurred to you that Tgirls can and should share with their female friends?
Tyler: Well, maybe their REALLY TALL GG friends… lol. Our clothing is made wider in the shoulders, longer in the arms, and has more length in the torso. Some girls fit our size mediums great. We have many clients that share their clothing with girl friends. Doesn't that sound like a great relationship!
KC: Most of your line has an edge to it... what do you recommend for the conservative Tgirls?
Tyler: We are adding more conservative styles in 2010. We will have longer hemlines all over the line, more basics and suits, and dresses with a sophisticated mature appeal. We're adding subdued fabrics and even more exquisite detail in our pieces. Of course we will also have plenty of short hemlines for those Tgirls who want to get wild!
KC: What is your best seller considered to be?
Tyler: Our little black swing dress and the little black straight dress are always fabulous sellers. They fit great and look good on.
KC: What I think is wonderful is that you offer complete head to toe looks. Make up and the works. Do you ever bundle a look for beginners or just some girls that need help shopping? I have found most that don’t get out much need all the help they can get and don't realize what all they really need to achieve the look they see on the models. Such as hair, breastforms the custom bra, certain pads as well as makeup and jewelry.
Tyler: We have lots of kits that are available for the beginner. Our super starter kit is always great because it give the beginner everything she needs to get started (with instructions) at a discounted price. Also our CSR’s are here to help and can help put some looks together too.
KC: Can we ever expect to see a live fashion show in the future?
Tyler: We’ve thought about it, but it has not come to fruition. We would want all TG models for that show and that would take a serious casting effort all over the USA. I’d also like to do that in LA and link up with some of our favorite celebrity TG clients to bring in some great celebrity friends of theirs. That’s a fun possible concept. Get Gina on that! Snap to it Gina!
KC: Have you ever thought of doing a TG version of project runway? Shorts on u-tube that would consist of a few contestants competing to earn a winning look that Suddenly Fem would feature?
Tyler: Sounds like fun. I’ll file that in the Production Vault right after “runway show in LA” :-D. (Note to self - Make copies of interview and send to-do list to Gina Lance.) Although, I think it would be more fun to be ON project runway!
KC: What do we have to look forward to in 2010?
Tyler: Well, we have a complete new line. All new fashions based on the NY fashion shows that we attended. We're attending the Pret a Porter Fashion Show in Paris this September to get inspiration and network with other designers. Lots of new skirts and some new exciting suits are arriving. A new jewelry collection. We are going to keep our lingerie line strong – We have been the first company to release teddies and babydolls made to fit TG specs, and incorporating pocketbra designs for ease of use for breastforms. We also have new Estrogen boosting supplements coming out, 4 new revolutionary breast form products and special new padded shapewear that will help to make all of our special clients look more feminine. Oh and new fashion shows every few months on YouTube.
KC: Very cool! Thanks for visiting with us and do you have any closing words?
Tyler: I'd like to take the time to thank all of our clients that have helped to make us the largest firm in the US manufacturing clothing, special lingerie and accessories just for the M2F transgendered community. Their loyalty to our brand, plus their wonderful compliments and excitement each season about our fashions makes being in this business a satisfying journey and each new style more enthralling to create.