#ICanDoThat Episode 11 with LRF CEO Jonathan Joseph

In the 11th episode of #ICanDoThat Jonathan Joseph and Rachel Elspeth Gross, provide our followers with updates from the Little Red Fashion team. Little Red Fashion introduces Little Red Village and its first interview series #ICanDoThat on instagram. Our #ICanDoThat campaign is a one-question interview for our IGTV that asks industry professionals across disciplines to respond to the question: "What advice do you have for a kid who wants to do what you do within fashion?"


The video of this interview can be found here!


Live: July 1st, 2021



Jonathan Joseph

Rachel Elspeth Gross


Jonathan Joseph  0:00 

Hello, everyone, welcome to another special installments of Little Red Village at Little Red Fashion for #ICanDoThat. Today we're going to talk about all the things I as CEO can do and my team has been doing in order to really bring the first company to address the needs of kids 8 through 14 who love fashion for the first time. Hello, Leanne. It's so good to see you. I haven't talked to you in a while, I am waiting to bring in Rachel, our Head Fashion Historian. and say hello to all you lovely people, because today is all about updates, updates, updates, updates, if you have been following the Little Red Fashion journey for a while now, you will remember that we used to have a segment called Oh, Rachel, there you are, hello, my love. I'm good. I was just giving everyone a little backstory today feels a little bit like a throwback, because we used to have our mission Mondays, where we would share updates and things like that with our following. And now we're kind of going back to that it's just not a Monday, and we've got you know, we've got a lot more under our belt that we've done in the time since. How are you, Rachel?


Rachel Elspeth Gross  1:18 

It's been a week. But everything is, everything's fine. No, I'm really excited about this. I am really proud of my association with this company, I really believe in this mission. And I'm really excited that we can kind of expound upon what we've been doing by sharing how it connects with our core missions, how we plan to change the world, and all the things that we're going to do to make sure that kids, all kids have access to the tools that they need to have the careers that they want. So.


Jonathan Joseph  1:51 

Yeah, absolutely. And we are so thrilled to have you as you know, I can't get enough of the hard work that you've been putting in to really grow our community and really speak to the needs of kids, especially as parent yourself. You know, it's so important to me that everything we put out through Little Red Fashion is meeting kids where they're at and meeting parents and grownups and educators are there as well, because it's easy as a start up to get lost in the weeds. And there's so many things going on. But we've been really good and really laser focused on what I think is great as feedback loops, both from the industry and educators to really hone in on the best way to spread our mission of empowerment for all kids that love fashion. You know, there's just been so much going on. I mean, from the great press we've been getting recently, whether it be the article from Fashion Week Online team about us being one of the startups you need to know you can head over there. Anything by the way, everyone who's watching that I'm mentioning in terms of articles, they're on a blog, so you can go check them out, whether it is that piece from Fashion Week Online about us, whether it is my manifesto of sorts to the rest of the fashion industry, getting them to get on board with Little Red Village and really learn about our mission that the CFDA has been so so supportive of what we're doing while we are iron a longer term, partnership, you know, gave me the space to really share our mission with the industry. And it's been really, really great then as well. Now on that front, too, I'll say if you haven't, you definitely should check out our episode of Dressed. Because it really is me diving into the weeds on all the things that we are about here a little bit of fashion, from our books, to our tools to our technology to why we're tackling augmented reality and using that as a vehicle to make fashion education more immersive and more integrative because that's key. And really, you know, as a publisher, it's been such a journey to because I'm wearing so many different hats. You know, Rachel as the author of the first book, and architected this whole debacle.


Rachel Elspeth Gross  3:50 

it's not a debacle. It's nothing like a debacle.


Jonathan Joseph  3:52 

No! A wonderful debacle. It's a joyful debacle. You know, it is magic, it is magic, and it's been great to see the book come together. silvan If you haven't checked out his interview from last week, it was really great. These are amazing illustrator from Switzerland. And, you know, it's, it's a, it's a constant juggling act, because we are creating and filling we're creating resources that fill the vacuum. You know, it's like we're racing against a deficit, right? We are creating tools that frankly, are overdue and many of our guests here on you know, I can do that have absolutely spoken to that that they wish that these things have existed when they were around and oh my gosh, this is such a great thing that you guys are putting together. And for me it's keep one foot in front of the other. You know, we are actively working on our second title. So the little red dress, you know, we've found our printer we've nailed our process down for producing the book. Because producing it in the most ethical way relative to planet it was really important to find a printer who was eco friendly with the right inks and bindings that didn't have harmful chemicals in them and use uncoated. recycled paper was really important and also harder to find. Then you would think, you know, in 2021?


Rachel Elspeth Gross  5:03 

Well, that's one of the things that I really appreciate about our company. And one of the things that I really think is important about what we're dealing with is that we are not just trying to make million trillion dollars by you know, exploiting something, we are looking at a problem that exists, which is that there is no fashion education for people who are younger than teenagers. If you want to go to college and study fashion, you can, if you want to have a you know, side class as an adult, you can go to a night school or something, but there is not even Home Economics,


Jonathan Joseph  5:37 

Right. And so few, um, you know, just our lifestyles right now are just so different than they were in the 40s 50s 60s, etc, where it was like, I learned to sew for my aunt or my grandma or so and so much less people and kids have access to that innate knowledge of even mending in basic care. You know, when when you talk about sustainability, we also have to live our act, you know, walk the walk and talk the talk, we can't just write a book, like the little red t shirt, which is all about sustainability. And following a shirt as it goes through its lifecycle is similar to the little red dress. But we also have to live those values in terms of how we are teaching about fashion and ancillary materials and other educational modalities that we're putting together because mending and post consumer consumption and care, those are really important skills, I don't know a parent out there watching doesn't want their kids to be able to do the laundry, or take care of their clothes and make the money they spend on clothes last longer.


Rachel Elspeth Gross  6:11 

One of the things that I'm trying to instill in my four year old is that if we like something, if we love something, then we take care of it. And if you love something, it's worth, you know, a few extra minutes to sew on a button or to learn how to sew on a button. If you like a pair of pants, and you need to fix the hems. Why not? Why go spend money on fast fashion that is going to hurt the environment that is going to hurt people that is going to make opportunities smaller for like all of us. It's a simple question of gaining a skill and children are wonderful because they're little tiny sponges. And if you have a kid who already knows that they love style, or they're fascinated by photography, or they just can't stop drawing dresses, then why shouldn't they have access to programming and age appropriate materials that will allow them to develop their innate skills, talents, wishes, hopes, dreams? I mean, it seems obvious.


It does, you know, and that's been the most mind blowing part of this whole experience. You know, we are just shy of a year old as a company, our birthday is in July, and it's the first of July.


How patriotic of us.


Jonathan Joseph  7:42 

Uhh Yeah, I just, you know, I think we are, you know, liberation and freedom is important. We're just liberated democratizing and making more free the fashion world which has been so self sequestered and inaccessible to so many people. And so making it more accessible to kids is exactly what we're doing when it comes to teaching those skills. Again, not for nothing. But we've been having a ball on our end, putting together the ancilliary things, it's not even just about The Little Red Dress. It's about the workbooks for third grade reading comprehension and literacy that go with a little red dress that takes some of those core concepts and expand upon them or use fashion as the fodder or the, the meat and potatoes of the different exercises to learn different vocabulary words, to explore how to use a glossary, which is a common core skill that kids in the third grade, learn, you know, a common core.


Rachel Elspeth Gross  8:31 

Sorry, I hate Common Core its evil.


Jonathan Joseph  8:32 

No, no common core is a divisive thing. And I have my own issues with elements of Common Core, of course. But the bottom line is for us, we're trying to reach as many kids as possible. And so part of that means playing in the sandbox, with regulators and with those who are looking for resources that are benchmarked against certain modalities. And so, you know, our job, and what we've been really excited about is really taking fashion and excuse the phrase but fashioning it into different curricula for literacy and steam and all these other disciplines. Because it's been undervalued as the resource for that, but it has always been right fashion for those of us who are nerds about it, like hardcore, we know that it is the intersection of you know, political science and sociology. And there's some science thrown in and there's, you know, a ton of math, all these different things, but it's like having a gold mine and never extracting the resources I you know, not that that's sustainable. And I'm not promoting that but I am saying that passion has never been mined by the educational sector from its true value as a lens.


Rachel Elspeth Gross  8:55 

It's really interesting two things here, one, there is this veil of hierarchy. There's this many times illusion of good or bad or high class or low class. And one thing that I come back to in my own work over and over again, which falls into what you were just describing, is that what a culture chooses to adorn itself with gives you some so much information about who those people are, what they value, what they consider beautiful, and how they classify each other. And all of those things mean that you cannot separate fashion history from the history of humanity. And by making fashion education accessible, we are making the world a more inclusive place, if you can understand why somebody else's culture has a particular beauty aesthetic, if you can understand why a color, or a textile means so much to someone else, you're not just learning about the history of fashion, you're learning about global economics, you're learning about social structure, you're learning about government, you're learning about math.


Jonathan Joseph  10:44 

Yeah, absolutely. I couldn't agree more. Which brings me to another update. That's actually a really great segue, I had a wonderful conversation with one of our fabulous advisors, and Indira Gumarova, who is a member of the diplomatic community, and she is spearheading our little diplomacy program, which we haven't really talked about. But it's extremely exciting, because of the power of fashion to spread, you know, to build bridges of cultural understanding, as you were just speaking to, it occurred to me and a number of us on the team, as you well know that fashion is a really great way to promote cross cultural understanding in new ways. So, for language learning, acquisition, for example, I love this idea of not just taking our book and translating it into other languages, which is important. And then tying that into our augmented reality technology to create immersive, you know, language opportunities, which we are doing, but also on a much more accessibility driven point, working with diplomatic missions, to have them sort of work with us and become co co creators in honoring the historic dress and fashion from different countries and cultures across the globe in a way that is directly appreciative and de facto not appropriative because we are working directly with those sovereign nations and their diplomatic missions, to highlight that history and make it more accessible to kids, which is, again, something people haven't done. You know, these are the early, early contributors to what would become our Little Red Fashion encyclopedia, where we will be able to cover for kids.


Rachel Elspeth Gross  12:10 

And the dictionary, I'm so excited to write the dictionary.


Jonathan Joseph  12:13 

The dictionary is big for terms for those of you who don't know, why are both fashion terminology nerds. If I have another dog in the future, that name might be aglet.


Rachel Elspeth Gross  12:22 

Its the piece at the end of your shoe laces, the little wrap.


Jonathan Joseph  12:26 

Yeah, we will think that it's also okay. Yeah, it's a great fashion tech startup to aglet that does digital shoes and fashion speaking. They spoke at the digital fashion online summit, their CEOs.


Rachel Elspeth Gross  12:37 

I'm voting for more dogs, by the way.


Jonathan Joseph  12:39 

I'm always voting for more dogs. My current job is definitely a one dog household kind of dog. So that would not work.


Rachel Elspeth Gross  12:46 

I'm working on talking my kid out of having 4 cats, we're not having it.


Jonathan Joseph  12:52 

oh, I, I'm I'm I'm sorry, if this loses me a fan out there. But more of a dog person than a cat. Although that doesnt mean I would enjoy someones cat, I just would not have one.


Rachel Elspeth Gross  13:00 

We love animals. But mommy does not even take care of for cats.


Jonathan Joseph  13:04 

But it's a lot. It's a lot. It's a lot. But yeah, so that is a little red diplomacy that is debuting in the fall, we are currently working on putting together a debut event with the diplomatic community, because we've already gotten some early stage interest in providing the little red dress in translation to a couple diplomatic missions, they'll be working with us on that front, and also helping us and sponsoring the augmented reality edition of those languages. So if you're in the diplomatic community, let us know because we need three participating diplomatic missions to bring the language learning piece to life in the best way possible for the first round. Because if there's one thing you learn in a startup, it's going to go through the initial version, and then you got to tweak it as you go. And so it's an iterative process. And part of that process is why we're here today doing these updates. And really letting everyone who has been following along in this journey know just how much ground we've covered in less than a year as a pre revenue startup, you know, that's been another piece of the pie, right. And what I mean by that is, we're juggling a lot of different variables, like any one, because the past year COVID, everything has been crazy. For all businesses, it's not exactly the best time to start a startup. But at the same time, it's been such a tremendous opportunity as a fashion specific startup, because the industry itself is finally waking up to a lot of the things we're already addressing, and we've already been working on because they saw that it didn't work. And they saw that this chaotic positive COVID was a really good opportunity to reassess the relationship that we have to the hectic cycle of creative like season after season after season after season, the relationship we have not sustainable and fashion tech. And so I couldn't think of a better time for us to be you know, picking up steam and really getting ready to launch this first book. And I know for those of you who've been following us for a while, even sometimes I'll get like DMs, like when is the book coming? It is coming, I assure you but you got to build it up. We got to build up the it's not just about putting out a book and saying you know, here's this book you should buy it, it's we are building a suite of resources that all work together to provide an education solution. I'm not interested in a book here a book there, I'm interested in a comprehensive solution with longevity so that kids don't ever have another resource gap. But there's always something for a kod who loves fashion to sink their teeth into, in a way that benefits them not just with fashion, but with other skills to try and build for Steam and literacy related education. And you know, to that front, a big piece of it is also accessibility, right? We're building a tech product. And the tech sector is notorious, just like fashion for gatekeeping. And for sometimes being inaccessible. For example, if we want to do something in virtual reality, how many kids really have a VR headset? Are they cheap? No.


Rachel Elspeth Gross  15:41 

How many adults have a VR headset?


Jonathan Joseph  15:43 

Exactly, exactly. And it's not fair to build all these cutting edge resources, and then ignore those who cannot necessarily access them. Because that doesn't mean that that's not that's not everyone, and we are about fashion being for everyone. And so, you know, to that end, I will also update you guys on Little Red Literacy, which is the program we're debuting to work with nonprofits, and foundations who are focused on early childhood education, and on literacy, to partner with us to distribute some of our books for free. And they will be helping us through their donors and generous collaborators to underwrite the cost us then being able to distribute our materials for free to different underserved school districts, and to different, you know, cohorts that they serve, whether it may be the Latin x community, or it might be a certain geographical region, really, it runs the gamut. If you are part of or run a nonprofit that's focused on literacy and early childhood education. I really want to talk to you about that, because I all about getting more books in front of more kids. And making sure that for you know, I'm not going to call it a tough one for one scenario where it's in every book you buy, we donate one, because we don't know the mystics of how, yeah, I have my own thoughts on the one for one program. But that's different fashion history moment, we'll talk about a different time.


Rachel Elspeth Gross  16:57 

Well, here's the thing, one thing that runs through everything that we do, including what you're talking about is a sense of community, one of the biggest, most important parts about making things accessible, but making things sustainable about making information available in whatever format is a sense of community. I think one of the parts of all of this that I am most proud of is the fact that we've been able to bring together quite a large community of people who working in various facets of the fashion industry, who are all invested in the idea of doing something good, that is going to help children and by helping children make our planet better. And I feel like that's a really big through line for everything that we do.


Jonathan Joseph  17:39 

oh 100%, community is essential because there is no fashion without community if we didn't have we are hardwired for adorning ourselves, we are hardwired. We are hardwired for both of these things. And the confluence of them is a requirement because we can no longer live in a world where fashion is dictated on Hi, and then diffuses without culpability for issues into the masses, that's no longer acceptable. And I often say this, you've heard it probably a million times by now. But systemic problems require systemic solutions. That's why I always refer to us as an education solutions company. Because it's about so many different facets coming together, we don't have to hit every one of them all at once out the gate 100%. Nobody can do that unless they had millions and funding, which we do not yet. But what we can do is work together like any good community, and start somewhere together, get feedback, and then move forward in ways that we hear you need. And I'm speaking to you our lovely supporters and viewers. Because I've beat Rachel over the head with history, zoom calls, needing to be done cause we always on the same page, and it's been so great working with you over these past 10 weeks.


Rachel Elspeth Gross  18:53 

I've been enjoying it so much I can't even tell you. And this is probably a great place to tell everyone that we want your feedback. We would like suggestions, we would like recommendations, if there are people that you would like to nominate for us to be guests I'm going to post later today and my stories I'll put a Google form that will make it really easy. You just have the link like you know how to do on Instagram and please nominate yourself if you've got important to share with your best friend from high school, is doing something incredible, but we should know about we should promote.


Jonathan Joseph  19:26 

Yeah, and originally audience out there whoever you are. We love untold stories in fashion. You know, when there's a time and a place for talking to everyone in C suite. There's also a time that we're talking to everyone who makes everything happen who often don't get their due, or often don't have their stories told. If you haven't been checking out our regular you know, Thursday segment that you're watching right now, you should you should definitely go back and take a look look at Nina Ivan. Look at our first one Cameron Silver from decades in Los Angeles. Look at Miraje from the kunstmuseum in the hague and head over to our YouTube for an extended tour of the archives, we will be going back to the museum in the fall, which is very exciting. We were invited back. So that's a cool update to keep you guys on your toes. Ryan and I have a couple ways we think that might go. We're gonna be staging a big show one of their first post COVID exhibitions, and we were invited to see how they set it up. So yeah, it's really great behind the scenes stuff. And right now giving more updates. We have a you know, as a tech company, we're building on this augmented reality, and a lot of people are like, what does that mean? Well, some of what that means is making fashion more interactive in a unique way, when you buy a hardcover copy of the little red dress and you are buying QR code facilitated augmented reality activations, where you can hold your device over the book, and you will be able to interact with parts of the pages, they will be pop up videos that happen, dated myself a little because I definitely in the way,  yeah, there will also be some of our content partnerships, really great behind the scenes videos to show kids the process of making a high end handmade shoe in Paris, or, you know, working in high end detailing for women's wear. And really given kids across a number of these activations tools that they wouldn't normally find, but also media that they wouldn't find an original behind the scenes insights from people who are handcrafting things to say, this is an easy way that you can also do this and see how the sausage is made, so to speak. And the best part about all of the AR for me is that it gets updated over time. So yes, we're starting with these six pages that are being activated. And there's a couple things on each page. But over time, we can change them up, we can add new insights, we can swap it out, the idea is taking a formerly static resource a book and packing it full of value over time, so that the grownups in the room, you're getting your bang for your buck, because that's super important to me, it blows my mind because we've been speaking to booksellers and asking them, you know, what are these major publishers doing with augmented reality that you like that you don't like, again, feedback loops, right. And time and time again, what they tell us is, it's gimmicky. It's wave your phone at the page, and you know, so and so here, the character flies around the room. It doesn't really happen that that took place. I think as an education technologist, it's all about Jim picking out educational value, I don't really it's not about something merched to me, it's about selling value, and selling a solution. And so that's why I'm so happy that we're making so much progress with our content partners. We are currently working on something with University of Fashion for some of their video content, they have over 500 videos that they've built over a decade. resource, complete fashion education, mostly geared towards older kids, like you know, we were saying in the beginning, this stuff's not for kids. But what we're doing is we're curating a selection of some of their videos to make available to our younger audience members, so that they can get the hands a hand for certain things like different basic embroidery techniques, or things that are actionable for kids from within that massive library of amazing things that they have them in there. So shout out to Francesca, University of fashion because she was great. She found out about us through one of our recent articles that I was just mentioning at the CFDA. She was really bowled over by what we're doing. And look at that. Now we're playing in the same sandbox.


Rachel Elspeth Gross  23:23 

I love seeing CFDA and Little Red Fashion and like the same sentence.


Jonathan Joseph  23:29 

 Me too and I'll tell you why. Honestly, from a fashion nerd perspective, I was always struck by the quote from Eleanor, where it's like, if you're looking in front of you, and you see being done, go and do them. That's exactly how I started Little Red Fashion. I saw this gap. It drove me crazy. I got to know like, here we are, you know.


Rachel Elspeth Gross  23:48 

Yeah, we should do a whole thing on her one week, a big great, great talk. I mean, Eleanor Lambert is responsible for everything almost important right now in fashion. And she was about the quality and about promoting the work of cultures other than her own. And in 1974, or something, she wrote books, about fashion and Africa fashion.


Jonathan Joseph  24:06 

She did I have it on the shelf.


Rachel Elspeth Gross  24:11 

But like, one of the things that I jotham you and I really agree on is that if we are going to make an effort to change the world for the better. It's much more effective to inspire it is much more effective to light a fire under someone's dream to make them feel like they could do anything. And in addition to that, if we're going to study history, if we're going to look at all of the things that we've done wrong, we don't repeat them. And we also need to look back and we need to see the things that we did right the stuff that worked the stuff that benefited humanity, because then we have road signs and we have guideposts then we can you reproduce work that works.


Jonathan Joseph  24:53 

And update for today's kids. You know, take pieces of what works and I think this is maybe why being an art This is helpful in this capacity, you know, the best art takes from the past. And then we fashions it again, for the present. And so there are plenty of things, you know, my inspiration for some of our later stage tools that we're developing that I'm not going to fully go into right now. Talk about them, you know, are built ultimately off like the original concept of kindergarten, and having kids playing with abstract shapes in order to develop spatial recognition skills and really understand basic geometry and other things. Well, again, no dexterity when we talk about fit tech, when we talk about body, you know, body image, when we talk about designing for diverse body types, then we should probably be creating tools that help kids organically learn that all people and all bodies and everything is are different in a way that's again, kid friendly, approachable, and educational. Because with no kindergarten, we would not have had look herbo ca we would not have had the Bauhaus, you know, and so who's to say that kids who love fashion are the next, you know, Dior needs, their version of kindergarten needs their version of these tools that ignite that really passion that then goes off in whatever direction is organic to that that child, and we just don't know what that looks like, this has never been done before. And now we're doing it. And I'm just so just so thrilled that you're on that journey with us. And that we've made so many strides again, to celebrate this sort of first year, these first 10 installments of Little Red Village have been amazing. And, you know, we've got cool stuff coming. Yeah, there's some great folks in the queue, that we are lining up for you all, and you do not want to miss them. So you're gonna want to stay tuned here  @LittleRedFashionco on Instagram. And if you're, you know, interested in supporting our work outside of just hitting hearts and like buttons, and those we love, don't get me. But go to littleredfashion.com join our mailing list, so you can stay in the loop. And definitely, definitely pre order a copy of the little red dress ebook for $9.99. Because though it's a little, little, a little gesture, and it's not the physical book, what it is, is your ticket and your backstage pass joining of our community in a way that is instrumental to our continued success. Because, as I said, launching a startup in COVID not the easiest thing. But those early stage, ebook pre orders are the tools that allow me to go to funders and say this is our traction. This is our groundswell. This is our community showing up for us in a way that is substantial, because we can then more easily build out the next tools we're already working on book number two, the Little Red Kit is in production. We are working on our second story all about the history of sportswear of kids of soccer jerseys, told through a pair of best friends, it's kind of if you like to Timon and pumbaa and those are your favorite characters from The Lion King, then you are probably gonna like Little Red Kit, and it's gonna be really great for you. It definitely draws from a lot of my experiences as a child has cerebral palsy because one of our characters, the main character who loves soccer kits and soccer related fashion things does also have cerebral palsy. And it's all about allyship. And really the dynamic between this child who has CP and his best friend who doesn't have CP who is a star on the pitch, and does really wonderfully in their growth journey together over time as one becomes a professional soccer player and the other becomes a Kitman and goes to school and learns all about how kids are made, how they're, you know, the the history of the cleat, all these different things. Because fashion history again, should be dovetailed through things that are socially beneficial. We're teaching kids, right. So for the fashion nerds in the audience, we got how these kits are produced their history. And for all kids, even if that's not necessary, it's still a valuable book, because it's teaching you about allyship, about bullying, about how to stand up for someone else about how to be tenacious and push through struggle to achieve your goals. All those different lessons are interwoven with fashion through every book we do. And so that has been really exciting just putting that book together as well and writing draft after draft after draft because it's been a while I wrote The Little Red Dres, you know, a couple years ago. So now I'm getting to flex the writing muscles again, which is really nice.


Rachel Elspeth Gross  29:14 

Well, Jonathan, before we sign off today, I just want to thank you, first of all, for, you know, asking me to work with you all and tell you how proud I am of being part of a company in the community that is making sure that regardless of what you look like, what your physical abilities are, who you love, doesn't matter. What matters is the work that you do and your dedication to a skill or a thing that you love. And I'm very, very proud to be part of that.


Jonathan Joseph  29:39 

And we are so proud to have you and I'm so grateful for you and every single one of our followers anyone who has watched or is watching this will watch this. Because it's really about creating the tools that I wish nine year old me had. You know, I was just listening to a podcast episode. Episode by podcast I forget which one of their many ones it was. And it was about Alex Lee Alex McQueen. And, uh, you know, thought about just how difficult it was for him to deal with some of his demons, many, some of which were attributed to, you know, homophobia and things. And he's not feeling accepted and not being accepted is not in general. And you know, they were talking about that in the past. And I said, you know, that's the thing. Imagine. Imagine if he had had affirming books, if he had had opportunities to have parents who maybe didn't understand that, but they had the tools to broker the conversation.


Rachel Elspeth Gross  30:37 

Yeah, the strength of 10 Isabella blows. I mean.


Jonathan Joseph  30:41 

That's so true. It's so true. I think we can't, we can't let the next another generation go by without giving them all the tools to make sure that they all feel seen, heard, valued, and affirmed in their own identities and what they and their families and themselves look like act like. So that's our mission. And I'm so glad to update our following I'm so glad you and I were able to attend on this live so we could round through our latest press and to encourage everyone to order their pre order copy as we enter our first fundraising round to build our next tools. And I'll join you I guess maybe we should do this every 10 weeks how about that everyone?


Rachel Elspeth Gross  31:18 

That sounds good. I'll definitely be here.


Jonathan Joseph  31:23 

Awesome, everyone. Well, thank you so much, Rachel. Thank you everyone for watching. Make sure you are following us here at Little Red Fashion co and check out Rachel's story later today so that you can swipe up and nominate your favorite fashion professionals whether they are yourselves or your colleagues or your really cool aunt who works for Dior know,


Rachel Elspeth Gross  31:39 

or someone you want to petition to be on our show.


Jonathan Joseph  31:42 

Yes, yes. If you have someone you want to petition to be on our show, let us know we've  been collecting screengrabs of like what that feedback is so that we can then inundate those people and get them to bend to your Will you are in the driver's seat, dear viewer, so let us know what fashion professionals you want Rachel to interview on Little Red Village to provide the insights for the next generation of fashion leaders and creatives because it does take a village and I'm so bad each and every one of you are in our village bye all.


Rachel Elspeth Gross  32:12 




Jonathan Joseph


Little Red Fashion Creator and CEO Jonathan Joseph is a fashion loving visionary & consultant who's loved fashion since childhood. After consulting in the luxury space for a bit, he was inspired to write The Little Red Dress. From there he realized kids who love fashion lack the same level of targeted resources from books to tech that their peers who love music or sports have had for ages. Our entire vision is dedicated to his mom, Margaret, who started his love of fashion as a kid looking for unique socks to cover his leg braces!


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