Emma Montalvo has launched the clothing line Front Of House Wife. The name comes from a combination of being the wife of Seven Lions and spending a lot of time being an absolute boss as tour manager at Front Of House, the area where the sound, video, and lighting are set up. I have personally seen how well the Seven Lions team works as a well-oiled machine even when the sky is falling. I can only discern the same amount of caring and detail would easily transfer over to something as creative as fashion.
Emma was nice enough to take a few moments and answer a few questions about Front Of House Wife. You can get your hands on FOHW clothing by ordering from the Seven Lions Merch Store which you can find by clicking HERE. Take a moment and read what Emma has to say about her new endevor.
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What is the name of the clothing line?
Front of Housewife (FOHW)
When I made the decision to start a clothing line I sat down and focused on the direction I wanted to take it. My thoughts kept coming back to what I wanted to wear while I was working. Next I needed to put my identity behind it. I also love coming up with cheeky, clever names. The second I said front of houseWIFE out loud it was a winner.
What can you tell us about the clothing line as far as what types of clothes will there be? Men and women?
I started this line with women in mind. The badass babe behind the scenes, as well as the amazing women out supporting the music industry, the photographers, the dancers, the ones who believe in artists! That being said there are also a ton of supportive men alike and I do have plans to include men's items to my line as well.
How long have you been making clothes?
10 years. When I was 21 I bought myself my first sewing machine and through trial and error taught myself how to sew. Originally I only intended on making clothes for myself until my friends started asking for pieces and it soon became an obsession to get my art out into the world.
What is the inspiration behind the line?
The line is inspired by my life on the road as a touring wife to Jeff (Seven Lions) with a number of titles & responsibilities. I wanted to be practical in my approach while maintaining a fashion sense that kept me feeling confident. I also feel extremely fortunate to know a lot of badass women in this industry who have inspired and supported me in the last 5 years and I wanted to give back to them.
Will your line be influenced by the Seven Lions Mythos?
I would say, yes! Definitely! In the future, you can expect to see more otherworldly elements integrated into my brand.. in true Emma fashion, of course.
Can you tell me about the process of deciding what to go with and what to cut?
The process starts with a simple idea usually practical & functional, then I make it my own with colors (usually black), hardware or details and interesting angles to flatter the body a bit better. I feel most confident when I can combine comfort & practicality with an element of sexy. Leggings have always been a staple in my wardrobe so it was no surprise that they would be the first item I would design for this line.
What is the best part about being a clothing designer?
Seeing other people wear something I dreamed up feels amazing. I love to see the way people style my designs to make it their own. also… “market research” as I like to call it or just shopping for myself haha. One of my favorite things to do is look up designs & designers, I’m constantly inspired by new AND old clothing trends. The more you appreciate different styles the more unique your own will be.
What does designing clothing and producing music have in common? If anything.
Ha! You would think after 7 years of marriage to a music producer I would know more about production but that is very much a lane I do not drive in. I imagine they both start with a simple idea or style & evolve over time and design into a physical representation of the beauty we both saw (or heard) in our own minds.
When did you first realize you wanted to make your own clothing line?
This goes back about 10-11 years.. My first journey to burning man. I was extremely inspired by the fashion choices people made from extravagant costumes to torn up and tied t-shirts It was an instant passion for me to design & create wearable art. FOHW is the second clothing line I’ve designed since then.
What was the first thing you designed?
An A line mini skirt with ruffles & ties up the sides… I sewed it all by hand (yup! Needle & thread) before I ever bought myself a sewing machine.
Do you have a favorite thing that you have designed?
Yes! My burning man wedding dress set (2011) is still my most proud design & creation. I felt like a goddess in that outfit. It had adorned fabric flowers that I also made by hand and sewed into it. The skirt had a perfectly nonsymmetrical bustle in the back and gold hardware snaps fastened it all together.
What is the biggest obstacle that you have had to overcome so far?
Truthfully… my self-confidence & vulnerability. It’s easy to be a “closet fashionista” (pun intended) I’ve learned it takes an entirely new outlook to share your style with the world and let them be apart of it.
Will your clothing line be available at Seven Lions merch booths?
Hopefully, with the help of my incredible team within Seven Lions crew we will make some fun things happen. We have some wild ideas for the future so stayyyyy tuned.