Savannah Fellers

INTERVIEW BY RENEE SPURGE

With so many new designers trying to break or reinvent the mold in the equestrian fashion industry, the stakes are higher than ever to not only stand out but to also stay relevant season after season. The modern designer has to remain true to their core aesthetic inspiration, but flexible in their designs and open to the tradition and standard of our sport. It was no surprise to me that Savannah Fellers, born with horse blood in her veins, would accomplish this in her debut collection of riding and lifestyle apparel.

I’ve chatted with Savannah a few times to discuss her new brand, and given her as much or as little advice that I thought important for a new designer in this industry. Savannah’s unique perspective has been formed by a lifetime spent in her family’s stables, at countless competitions abroad, and everything inbetween. She has hand-walked horses, cleaned tack for spending cash, and made Sexy Flex signs to support her father, Rich Fellers, and his horse Flexible, one of the most famous riding pairs in history, at the 2012 London Olympics. Ultimately, Savannah has lived the lifestyle to which many of us have become addicted.

But Savannah is much more than Rich and Shelley Fellers’ daughter and Flexible’s biggest groupie. She is a conscientious young woman who knows firsthand that success comes from the ground-training up. In business, especially in a competitive one like fashion, there won’t always be a groom waiting at the mounting block for you to get on and go for that blue ribbon. If you aren’t willing to get your hands dirty, the result will be mediocre and short-lived. It’s not enough to only have style; the substance has to come with it. I think Savannah Fellers will prove to have both as she continues on her fashion journey.

Vani showcoat in black

Here is what she had to say when we last sat down for a chat.

When and why did you decide to get involved in fashion,and what is your experience and education?

I’ve always been interested in art, but one of my first memories involving apparel design was cutting up some of my cousin’s old dance costumes and hand-stitching the pieces together into “dresses.” Although they turned out to be somewhat appealing, I didn’t consider adding a method of closure. My friend and I had to cut ourselves out of them.

Since then, my interest in apparel design has continued to grow, evidenced by sketch-covered dinner napkins. I pursued a more formal education in college, and I modeled on a local front for five years, walking for designers such as Michael Costello and Seth Aaron. Behind-the-scenes runway experience taught me about product presentation and development. I also gained valuable connections, which later developed into additional learning opportunities.

While in college, I studied apparel design and fashion illustration, and following graduation from Linfield College, I worked for several lifestyle and apparel companies. Working for small businesses allowed me to diversify my professional skill set.

Jane shirt with black Finja breech

How do you relate to past and present fashion trends inthe equestrian sport?

I like to reference equestrian roots while exploring new avenues and new veins of inspiration. My design choices are not driven by trend.

Reigns’ first collection, Regalia, is inspired by the aesthetic of the Italian Renaissance and its concept of rebirth. I maintained structured, formal elements that are characteristic of equestrian attire while using technical fabrics, unexpected textures, and a new silhouette to highlight the feminine figure and make a social statement; Femininity is strength.

How did your horse story inform your concept for your collection?

It gave me an intuitive understanding of the equestrian aesthetic as well as a rider’s functional needs. I believe this perspective allows me to push boundaries while staying within traditional limits and catering to superb performance. You can expect new interpretations or new iterations every season.

What have been the most significant challenges so far in developing your brand?

As I’ve developed the brand, I’ve been developing myself. Perhaps that is my favorite part of this process. My family favors developing young horses rather than acquiring mature, pre-made athletes. I have infused this sentiment into my work. Rather than hiring experienced, 15-years-of-qualifications financial advisors and designers, I have learned to trust myself, my education, and the process. I grasp at opportunities to address and tackle unfamiliar tasks regularly, yet assuredly. Moreover, I understand that the greats of every industry continue to learn daily.

Kehring schooling shirt

Therefore, I would say that the most significant challenge in developing this brand has become my greatest asset. I know my business inside and out, from finance to tech packs.

With so many new young brands trying to make it in theequestrian fashion industry, how will you set yourself apart, andwhat is your plan to grow your brand and stay relevant?

This is a great question. As industries such as ours become highly saturated, players struggle to find new, differentiating characteristics to add to their products.

I believe innovation is not rooted in reacting to competitors. Real, sustainable innovation acts independently of a trend. It is a product of instinct combined with a unique source of inspiration. It evolves as we learn to think and create in new ways to design and please our customers. As I develop this business around the concept of staying present, noticing the countless sources of inspiration around me, and prioritizing the customer, I believe we can continue to make fresh, relevant pieces every season.

Vani showcoat in cabernet

If you could change one thing about fashion in equestrian sport, what would it be?

Equestrian fashion has incredible roots. I don’t know if I would ever want to turn it on its head. We created a universally desirable aesthetic that, to some degree, needs to be preserved.

Although I would like to change the way equestrians interpret health, body shape, and size. With the predominant image of equestrian health being an ultra-thin, shapeless figure, we are expecting women with wildly different genetic backgrounds and lifestyles to fit into the same mold. This mindset damages our collective body image and encourages unhealthy eating and exercising behaviors. More importantly, it can distract women from their careers, passions, relationships, and athletic endeavors.

While we encourage women to feel fit, strong, and capable, we want them to understand that healthy and athletic looks different on every body. If I could change anything, I would convince equestrians that health has more than one shape.

Additionally, I would like to change the way competition outfits interpret and support the feminine figure. Equestrian sport is one of the few athletic categories where men and women compete as equals. Why not celebrate our differences and capitalize on our unique silhouettes?

Black Vani showcoat paired with white Finja breech