No Size Fits All, Elite World’s Julia Haart Debuts e1972 on The Runway

“It’s my design, but it’s your way,” Julia Haart explained backstage after her first e1972 runway show staged in SoHo last night. Heads turned when Elite Model’s very own Adut Akech opened the 62-look show in a fierce faux-fur mini number. The finale pulled the front row to their feet when singer-songwriter Bebe Rexha closed the evening with a special performance of her hit single, “Meant to Be.” Graffiti art surrounded the space, a nod to the collection’s rule-breaking creativity, and a custom urban art mural offered a decorative backdrop behind the agency’s string of talent as they introduced Haart’s innovative Spring 2020 designs on the catwalk.

Inspired by a lifestyle she helped create, Haart’s launch collection rethinks the extreme day-to-day fashion of the modern model, one that spans from on-the-go sweatsuits to Swarovski crystal-embellished couture gowns for the red carpet. Naturally, the coed cast was wildly diverse and starred the likes of Lais Ribeiro, Isabeli Fontana, Lindsey Wixson, and Miss Fame. A majority of the collection featured belted suit silhouettes, which feel fitting for a sharp day-to-night look. Other highlights include elevated sportswear and sheer, sequined evening wear.

Designing is not new to Haart, who launched a shoe line early on in her career before leading La Perla’s creative direction through a transitional time, but e1972 is more than a made-to-measure luxury clothing line, it’s a solution. “I wanted to take the things about fashion that bothered me and figure out how to change them,” Haart explained. “And one of the things that really bothers me is sizing.” So Haart solved her issue, one that stems from a number’s ability to put people in a box and the system’s lack of inclusivity as a whole, by simply eliminating the idea of a standard measure in her brand. Instead of forcing people to fit into a mold, Haart is giving her customers the opportunity to create their own.

Beyond her bespoke fashion, Haart’s new size-less business platform invented a world where customization could feel shoppable. “I wanted to combine the expeditious of shopping at home with a customized luxury experience in a democratized way,” Haart explained. To do this, she created two options. The first is e1972’s app, which features an at-home body scan allowing users to accurately calculate their own measurements from the comfort of their couch. The second is setting up a personal appointment at one of e1972’s full-functioning ateliers. Haart opened 32 locations worldwide, one in every Elite agency around the world, making custom-made fashion both intimate and accessible.

Even though the sizes disappeared, her sustainable (and yes, they re actually sustainable) styles stand out. The massively dramatic materials she used to create the made-to-measure pieces are streamlined into a smarter production model. Instead of buying cheap fabric in bulk, Haart is focusing on finding the unique and very expensive materials that vendors are willing to sell in smaller batches. “I have a much smaller carbon footprint because I don’t waste material, and I don’t buy material until I have an order,” Haart said.

Sexy is Haart’s go-to style for red-carpet events, but it’s not for everyone, which is why e1972’s made-to-measurement pieces include modifying cut and hemline by taste. So, if you’re ready to take the plunge or not in the mood for a bare-it-all moment, e1972 can adjust styles to fit your skin-showing needs. “I know people that won’t go into a store because they’re afraid the store won’t have their size or the item won’t fit,” Haart explained, “That’s horrifying!” While e1972’s prices range from $300 loungewear to upwards of $25,000 for a glitzy gown, there really is no price tag on eliminating the fear of shopping by size.