Our Mission

Learn about us

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First and foremost: Fashion is for Everyone!

We mean everyone. Our goal is to help shape the future of an industry too long plagued by issues related to negative body image, elitism, colorism, racism and more. We're here to ensure the next generation of fashion leaders and creatives learns from the mistakes of the past  and is more inspired and empowered than ever. 

What we're building:

We are building titles, tools, and technology to lower the barriers to entry to the fashion world for all kids no matter where they come from or who they are. We want them to see fashion through the lens of people like them and their families. Our standalone titles rolling out over the next few years will enable all families to curate a Little Red Library aligned with their values that honors the creative and international spirit of the fashion industry.

How we're building it:

Creativity doesn't and shouldn't stop at size 4. Kids shouldn't be spoon fed unrealistic imagery that sets a tone for dysmorphia and self-deprication. They should see people who look like them and are doing the things they are interested in! 

Inspired by my favorite kids books Madeline and The Little Prince I wrote The Little Red Dress as a universal tale of fashion fantasy that lays the groundwork for a whole slew of books with partner authors coming from diverse global backgrounds and ed-tech to support these unique lessons in fashion and life overall.

My business partner Ryan and I have built a core team over the past two years including runway photographer and media expert Emily Swift,  social good technology expert James (Jim) Connor, and CSR/Philanthropy expert Peter Wight. Our leadership team is still growing and will be adding team members as we scale.  Our advisory board is led off by Nina Gortinski who is not only our amazing counsel, but is our director of partnerships. She brings a wealth of tech and partnership building experience to the team just as the did over at a little company you might have heard of called Yahoo!

We might be a COVID founded startup but we have been ironing out this mission for a while and are finally ready to bring it to the people! Thanks for joining me and everyone here at Little Red Fashion. Stay tuned, we have so much in store for you all.

Jonathan Joseph

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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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