Breaking From the Fashion Calendar with Intention with Dana Mortada of dal the label

Fashion expects a lot from designers. It expects you to release new collections at a set seasonal schedule. It expects you to just know the right people and know where to find a good production partner (because as you know, some of the best factories don’t even have websites). It expects you to show up on social media to sell. These expectations can run your life if you let them.

Dana Mortada doesn’t let them. She gave up the traditional wholesale calendar and the pressure that came with it. Her four-year-old brand, dal the label, now releases new capsules on a flexible schedule that works for her. In episode 128, Dana shares how far she’s come by following intention instead of expectations.

dal the label is a California womenswear brand redefining modern luxury through elevated essentials. Founded by designer Dana Mortada, the brand focuses on timeless, ethical pieces designed in Los Angeles and made to be worn again and again. Each collection reflects a commitment to intentional design, quality craftsmanship, and a slower, more thoughtful way of dressing.

This episode explores:

Fitting the customer

Why simple designs are harder to fit

The marks of craftsmanship that Dana designs for and looks for in clothing

Fitting the lifestyle

Why Dana doesn’t want the traditional fashion calendar to run her life and instead releases capsules whenever she is ready

What makes Dana say dal has come a long way since first launching in 2022

The biggest challenge Dana is trying to solve on the business side

Why Dana moved some of her production overseas