As a casual luxury fashion consultant for Fort Worth-based SWB Agency, Bonnie Thompson Smith sometimes encounters clients who are stuck in a particular era.
“Everyone has their own, I would say, problems – as far as wardrobe goes,” Smith said.
Many of us can relate to this. Either we’re stuck in an era that we once felt comfortable in and it’s now outdated. Or we’re stuck in the same aesthetic that’s still on trend but our bodies have evolved and the wardrobe no longer fits.
“I tell every client, ‘Please accept where you are,'” says Smith. “One gentleman tells me, ‘Well, I’m a 36 waist. But I’m going to get to a 34 and that will motivate me.’ Well, what’s the use? What’s the use of wearing a 34 if it’s going to be so tight? What are you going to wear in the meantime?”
Whatever the dilemma, Smith has found a solution. She solved closet emergencies by compiling choices and developing an app that manages her customers’ fashion needs.
Smith, founder and head stylist of SWB Agency, enlisted California-based Hue & Stripe to develop the app for her fashion agency. The app’s services include curated shopping, styling, closet design, and virtual and editorial styling. Through the app, which launched on January 15, customers can upload photos from their existing wardrobe to receive styling advice and purchase new items recommended by their stylist.
“All you have to do is tap a little square on your phone and you can pass the ball to us,” she explains.
Although she doesn’t consider herself an influencer or content creator, Smith has been fascinated by the fashion industry for nearly 20 years. She started her career as a stylist in 2005 while still in college. She was working at Neiman Marcus when she realized she wanted to go into business for herself.
She founded her own company in 2009. Today, she is known for styling high-fashion celebrities, socialites and top executives across the United States and has signed contracts with prestigious luxury brands and networks.
Smith says her agency has signed more than 50 luxury designers and emerging brands, including Valentino, Christian Dior, Gucci, Saint Laurent, Celine, Fendi, Christian Siriano, Akris, Carolina Herrera and Brunello Cucinelli. She stays current by attending fashion shows in Paris, New York, Miami and North Texas.
Smith’s app was born out of her success on social media. She opened an Instagram account and her brand became a success.
“As far as social media platforms go, it’s probably the strongest platform in the fashion world compared to Twitter or TikTok,” she says. “For me, it was a great way to connect with like-minded people and connect with people who needed and wanted our services.”
Smith says about 70% of her clients are female, on average in their late 40s, “financially secure and lead very social, very active, very busy lifestyles.”
“They are a little more open to new things. So that’s probably our target group,” she says.
Before you scroll to an app store to find it, be aware that the SWB Agency app is private. Smith says prospective clients must schedule a consultation on the website. A questionnaire is sent out to establish the relationship, and a free 30-minute consultation can follow.
“That’s because we don’t want a bunch of strangers creating their own profiles in our database,” she says. “They need to be verified.”
After successful verification, customers are added to the app and can book appointments with stylists, after which Smith can focus on putting together the wardrobe selection.
“In terms of style and aesthetics, there’s nothing I would say no to. I’m very open about sizes and preferences for a look,” she said. “Just because I wouldn’t wear it doesn’t mean anything. If you have a specific image in mind, I know exactly where to find the pieces and can quickly put that puzzle together for you.”
Smith says she is taking care of people who want to go through the selection.
“It’s exhausting,” she said. “So for me, having access to a very experienced stylist in your pocket through an app and bringing the pieces you already own to life is really valuable.”
