She lives in New York, but takes meetings in LA. A plush, cashmere sweater wrapped around her shoulders, a fitted cashmere-cotton blend tee that hugs just right, tucked into her fluid wide-leg wool trouser, a leather belt with silver accents, sleek black loafers. No big logos, just fabric and cut doing the work.

Every fashion brand has a woman like her. She’s specific enough to argue about in a design meeting, yet real enough to see on the street.

She’s not always the person buying the clothes. The one swiping the card might be a mom. Grounded in the essentials of a fitted white shirt, slim trousers that don’t quite fit right, and a kitten heel. She may not look as styled, but she can discern quality. She notices fabric and she’s intentional with what she buys.

You design for both at once. The core line is hers. Essential and reliable, never too much. She’ll be back next season looking for an update and you’ll have something for her. The rest is just daring enough to catch your muse’s eye. Not so audacious you lose the mom, just enough to make the city girl stop.

That’s the tension. That’s the calibration you’re making constantly.