Frances Valentine Launches Mission Vintage YouTube Series

Frances Valentine, the brand co-founded by Elyce Arons and the late Kate Spade in 2016, has stepped into the world of digital storytelling with the launch of “Mission Vintage.” This four-part YouTube series follows Arons, now CEO, as she travels across the United States in search of vintage garments that serve as both personal passion and professional inspiration.

The series was born from Arons’ long-standing habit of documenting her vintage shopping excursions on social media. “I’m regularly on the road, popping in and out of vintage boutiques and larger shops, picking up vintage gems and taking them back to our offices for inspiration,” she says. “I’ve recently started documenting these excursions on my Instagram, which our followers reacted to so positively, so we decided to take it to YouTube.”

Arons’ travels have been extensive, shaped by a year of book tours and speaking engagements that took her to cities large and small. “These trips take me all across the country, and each city I visit, I always try to find time to visit local vintage stores,” she notes. It’s a practice that began in her childhood in Kansas, where she first fell in love with vintage clothing. “I’ve been a fan of vintage clothing my whole life,” she says.

That lifelong affinity now informs the design ethos at Frances Valentine. The brand looks to vintage for silhouettes, prints, and construction details. “The craftsmanship in midcentury pieces is so special and the details like stitching, embroidery and beading are what make these pieces unique,” Arons explains. “We match that quality at Frances Valentine but are also able to add a nice range of sizes to offer unique designs to women with every body shape.”

During filming, Arons uncovered several standout finds, including a Darlene knitwear sweater in Louisville, Kentucky, and a ingenious garment that combined trousers and a skirt. “The pants are actually built into the waistband of an open skirt. Just genius!” she exclaims.

Beyond showcasing her personal vintage discoveries, “Mission Vintage” aims to spotlight the independent sellers and collectors who make the vintage community so vibrant. “One of the most gratifying things is shining a light on these small business owners and collectors,” Arons says. The series is not just a shopping diary; it’s a tribute to the people who preserve fashion history.

When asked whether “Mission Vintage” might continue beyond its initial four episodes, Arons is optimistic: “That’s the goal! We’re so excited to share this series with viewers, whether they’re already vintage fans, or just curious.”

In addition to the YouTube series, Frances Valentine has been busy with other ventures. The brand recently launched a capsule collection with the Mary Tyler Moore Vision Initiative, reworking looks associated with the late actress. The line includes 14 ready-to-wear styles, two handbags, three shoe styles, and an updated version of Moore’s iconic Tam hat. Twenty percent of net sales from the collection will go to the initiative’s vision research for people living with diabetes.

Frances Valentine is also expanding its physical retail presence with a new store set to open in Charleston in November. And fashion fans can look forward to upcoming collaborations with blogger Blair Eadie of Atlantic Pacific and with Mary Aarons, daughter of photographer Slim Aarons, on a limited-edition apparel and accessories collection inspired by his iconic work.

With “Mission Vintage,” Frances Valentine not only celebrates the past but also weaves it into the fabric of its future, offering viewers an intimate look at the creative process and the timeless appeal of vintage design.