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Everything I’ve Outgrown as a Fashion Entrepreneur — Clothes, Beliefs, and Business BS

A 10-year reflection from a small business owner on sustainable fashion, small batch integrity, and building a made in USA brand.

Seeing my label stitched into that first sample. Boom—I'm a brand now!

Why I Had to Burn the Fashion Playbook to Save Myself

Let me tell you something no one warns you about:

You can work in fashion for 20+ years, climb the ladder at big-name specialty retailers, hustle through high-growth startups, and still feel completely…drained. That was me. Standing in beautiful studios, showrooms, and offices with great titles and even better discounts—while quietly burning out.

At the same time, I was recovering from my second round of breast cancer. Not exactly a “fun fact,” but definitely a defining one. Because when you’ve been through that, the noise of trend cycles and margin meetings starts to sound like static.

What I really wanted? To design clothes I actually wanted to wear. Clothes that felt like me—modern, effortless, clean, made with purpose. Pieces that respected my body, my time, and the planet. Oh, and ideally not marked up 400% just for a logo.

The catch? I had no financial backers, no trust fund, no hype machine. But I did have an idea: what if I built something small—on purpose? Made locally. Designed mindfully. Released on my time, when I was ready—not when the fashion calendar said I had to.

So I burned the playbook, started Lacson Ravello from scratch, and rewrote the rules. Ten years later, here we are: still small, still standing, still doing it our own way. And along the way, I’ve outgrown a whole lot—styles, beliefs, expectations, and yes, a bit of BS.

Here’s everything I left behind—and why I never looked back.

Standing in front of my first collection—3 months late (I own that), but fully finished and finally here. Worth the wait.

1. Clothes I've Outgrown

Outgrowing trend-chasing, fast fashion, and “It Girl” energy.

Let’s be honest: fast fashion is the ex that keeps texting. It promises fun and easy but leaves you with regret and a closet full of trash.

Globally, 92 million tons of textiles end up in landfills each year. Only 1% of clothing is recycled (source). That’s why I turned my back on trend churn and started designing with purpose.

As a fashion entrepreneur, I outgrew the idea that women need more clothes. Instead, I embraced fewer pieces that work harder. That’s where small batch fashion wins: it respects your time, your wallet, and your body.


2. Business Beliefs I've Outgrown

Outgrowing hustle culture, growth-for-growth’s-sake, and startup delusions.

When I first started Lacson Ravello, I thought I had to say yes to every pop-up, every pitch, every wholesale inquiry. Spoiler: that’s not sustainable for your nervous system—or your business.

As a small business owner, I’ve learned to honor the slow burn. I’ve turned down high-volume orders that compromised quality. I’ve pulled back when the pressure to grow felt misaligned. I’ve built my made in USA brand around thoughtful, scalable sustainability—not hype.

Real sustainability isn’t just about fabric—it’s about pace, process, and saying no more often than yes.


3. Mindsets I've Outgrown

Outgrowing perfectionism, people-pleasing, and comparison traps.

In the beginning, I designed to impress the fashion world. Now? I design for you. Women in your 40s and 50s who are done explaining themselves but still want to feel stylish, smart, and strong.

Letting go of approval addiction made room for clarity. I’ve stopped asking, “What’s trending?” and started asking, “What do real women actually want to wear?”

Answer: pieces that feel like armor and comfort, at the same time.

My first photoshoot—making last-minute tweaks on the model because…details matter.

What I’ve Made Room For

4. Style Rules I've Outgrown

Outgrowing “age-appropriate,” “flattering,” and “statement” dressing.

Here’s a hot take: style should support your life, not perform it. You won’t hear me pushing ruffles to “balance your hips” or “elongate your legs.” I design sustainable fashion with movement, breathability, and real bodies in mind.

Why? Because you’re not a trend. You’re a person.

I’ve outgrown the idea that fashion has to be flashy or constricting to feel powerful. The most confident women I know wear clothes that don’t require Spanx or a steamer.


5. Body Stuff I've Outgrown

Outgrowing the fantasy body and designing for the real one.

Bodies change. Hormones shift. Life happens. I didn’t see that reflected in mainstream fashion, so I built something that did.

As a small business owner, I hear from customers daily: “I can’t find clothes that fit me anymore.” That’s why I create pieces with stretch, softness, and honest sizing.

The most radical thing we can do in sustainable fashion is make clothes you actually want to wear again (and again and again).


6. Sustainability Hype I've Outgrown

Outgrowing greenwashing and embracing real sustainability.

Lots of brands claim to be ethical (aka "greenwashing"). But if you’re mass-producing overseas and still pushing seasonal drops? That’s not sustainable—that’s savvy marketing.

Lacson Ravello is committed to small batch production and made in USA manufacturing. That means:

• Smaller carbonfootprint

• Higher labor standards

• Less overproduction

• More accountability

I may not slap “eco” all over my hangtags, but I build sustainability into the core of my business, not just the branding.


7. Fear I've Outgrown

Outgrowing fear of being too small, too niche, too honest.

Ten years ago, I worried that if I didn’t “go big,” I’d fade away. That if I didn’t chase every trend or inflate every launch, I’d be forgotten.

Now I know: my power as a fashion entrepreneur comes from being intentional, not loud. Small doesn’t mean insignificant. Small batch means precise. Personal. Powerful.

That’s what I’ve built—and what I’ve made room for by shedding what never really fit in the first place.

Kristina McConnico | Lacson Ravello | Fashion Designer

Working on Lacson Ravello today.

What I’ve Made Room For

After 10 years as a small business owner, I’ve let go of a lot: ego, burnout, perfection, noise. And I’ve gained even more: clarity, confidence, and connection with a community of women who value exactly what I do—sustainable fashion, thoughtfully made, for real life.

So thank you—for choosing conscious over chaotic, ease over overwhelm, and you over trends. That’s what we’re here for.


Let’s talk:

Hit reply or comment—what have you outgrown? In life, in style, in mindset? I’d love to hear it.

And if you’re curious about what conscious, made in USA, small batch fashion can look like on your terms... I know just the place.

Discover LACSON RAVELLO >


Related Reading:

• How It All Started: The Journey of Lacson Ravello
• Surviving Fashion Burnout: Tales from a Small Business Owner
• Turning 50: 10 Things I've Learned