Spring is in full swing—and so is Spring Fling, a dreamy new pop-up experience at Guildford Town Centre, bringing Vancouver’s beloved romper brand Smash + Tess into the spotlight. From April 18 to May 19, visitors can shop the brand’s signature loungewear IRL, including an exclusive early-access look at the Jillian Harris x Smash + Tess Garden Party Collection—a soft, pastel-hued lineup made for sunshine and celebration.
We caught up with Smash + Tess co-founder Ashley Freeborn to chat about the inspiration behind the pop-up, her excitement to reconnect with the brand’s community in person, and what makes the upcoming collab with Jillian Harris one of the sweetest (and chicest) drops of the season. —Noa Nichol
Smash + Tess is known for its digitally-native roots—what inspired you to bring the Romper Revolution to life with a physical pop-up, and why was Guildford Town Centre the perfect fit?
While we’ve built such an incredibly supportive and inclusive online community, there’s something so special about getting to meet our customers face-to-face, allowing them to touch, feel and try on our clothes and interact with them on a personal level. As a BC-born business with a large customer base in the Fraser Valley, Guildford Town Centre felt like the perfect place to bring our brand to life in a physical capacity and meet our #SmashTessFam where they’re already shopping!
The new Jillian Harris x Smash + Tess Garden Party Collection launches exclusively at the pop-up before going online—what makes this collection extra special, and how did the collaboration with Jillian come to life?
Jillian has been a supporter of the brand practically since our inception! She was the first ever ‘influencer’ we gifted and when she shared our brand on her social platform, it really put us on the map. We’re incredibly grateful for her ongoing partnership throughout the past 9 years and we wouldn’t be where we are today without her unwavering support. The JH x S+T Garden Party Collection feels like a true marriage of our two brands—a whimsical compilation of flowing florals that will transport you to into playful fairytale. Jillian truly is our muse and she inspires us every day so getting to collaborate with her makes our hearts so happy!
The pop-up itself sounds like a visual dream—lush florals, lavender tones, and cozy fitting rooms. How does the design of the space reflect Smash + Tess’s brand values of comfort, inclusivity, and playfulness?
As we strive to do within our online community, our pop-up will be a space where all bodies feel welcome, represented, and celebrated! Throughout the space, we’ve incorporated cheeky quotes and inspirational reminders so that customers are reminded just how amazing they are from the moment they enter our store!
What does it mean to you, personally, to create a collection that’s available in sizes 2XS to 4X—and why is inclusivity so central to your design philosophy?
We believe that every body, in every chapter of life, deserves to feel cute and confident in their clothes, without sacrificing comfort. Since the beginning we’ve been committed to providing an inclusive size range that is sampled on all size bodies to ensure the best fit. It’s important to us that women, in all their beautiful forms, feel good in what they’re wearing!
You’ve built a strong online community, but what excites you most about having face-to-face interactions with customers during this month-long event?
We love being able to see our customers try on our clothes in real time! Often times, we see a photo on social, but there’s something so magical about seeing someone discover their first romper or sweater from Smash + Tess and instantly falling in love—as our team does with all of our new styles.
What can guests expect from the meet-and-greet with Jillian Harris on May 4—and what kind of vibe are you hoping to create for that magical launch evening?
One of our core values is Playfulness so you can definitely expect to have a good time! With Jillian, there’s also tons of laughs, hugs, and shared stories about life and business. It’ll be an intimate gathering among friends where we’ll chat, take photos and celebrate womanhood in all it’s glory!
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