By Ripples Turquand and Bella Stryker
Five leading Dallas designers took the stage at Southern Methodist University Tuesday night to discuss the business and artistry behind their brands during the Dallas Designers Panel, hosted by SMU LOOK in the Owens Art Center.
The panel featured Crespatrick de los Reyes (C. Patricio), Lisa Sadoughi (Lele Sadoughi), Maxine Trowbridge (Eve & Max), Munisa Khuramova (Munelle De Vie), and Nicole Musselman (KOCH and 33.9). Moderated in front of a packed crowd of students, professors, and Dallas creatives, the conversation offered insight into how each designer finds inspiration, overcomes obstacles, and defines success in an ever-changing industry.
Finding Inspiration
For de los Reyes, who works primarily with upcycled denim, design is rooted in memory and culture. Drawing from his Filipino heritage, he designs uniquely for the person he is styling by following the mantra different yet familiar.
Sadoughi shared how she transformed her maximalist aesthetic into an accessory empire. After beginning as a jewelry company, she noticed a gap for affordable, artisan, and thoughtful accessories. Inspired, she built a brand defined by joy and craftsmanship. Her Egyptian-inspired designs nod to her early work with the Met.
Trowbridge, who spent much of her career in media, now approaches design with intention. Her brand Eve & Max releases one collection per year, using natural fabrics and deadstock materials to challenge the industry’s fast-paced cycle. She gets her inspiration from Eve from the Bible and the women she makes her collections for, calling them her muses.
In the case of Khuramova, design philosophy began in recovery. After being bedridden for three months after a taxi cab drove over her leg, she spent the time visualizing “a new life I hadn’t lived yet.” She started by visualizing the woman she wanted to become, and her brand now reflects her vision of women as a flowy, goddess-like archetype. Her ethereal designs celebrate femininity through silky and simple pieces.
Musselman spoke about purpose-driven fashion through her brands KOCH and 33.9. Finding her inspiration in the mission of her brands, Museelman shared that KOCH encourages women to identify what brings them joy, while 33.9 is about “believing in the long shot and defying the odds” after being inspired by her father’s basketball career. She also explained, “The girl in the clothing is more important than the clothing.”
Challenges and Triumphs
Each designer also reflected on the moments that tested them most — and the milestones that made it all worth it.
For de los Reyes, the hardest part hasn’t been creating, but managing the business behind it. While he’s very creatively driven, the business side doesn’t come as naturally intriguing. Entering wholesale and showing at his first tradeshow this summer pushed him out of his comfort zone. However, a milestone that made the action worthwhile was being featured in Vogue Philippines this past September, an honor he described as deeply meaningful to his home country.
Lisa “Lele” Sadoughi said standing out in an oversaturated market takes discipline and conviction. She finds her way around this by staying true to her values, and emphasizing that quality and authenticity have been her greatest differentiators.
And for Maxine Trowbridge, growth itself has been both the challenge and the reward. Her proudest accomplishment came not from sales or expansion but from impact — partnering with the Rainforest Foundation to give back through her brand.
Khuramova spoke openly about the toll of pursuing fashion without family nearby. She candidly told the crowd that she struggles with her mental health when she doesn’t have a lot of family in the States to support her. However, she reminds herself that she loves what she does, and that work can be “the pathway you’re meant to be on.” For her, this resilience has earned her high-profile moments — like designing outfits for music duo Sofi Tukker to wear during interviews and stage performances.
For Musselman, manufacturing remains one of fashion’s biggest challenges. Through KOCH and 33.9, she uses her platforms to help others find purpose and embrace failure as part of the journey, as she finds that embracing failure in life pushes you to be something even greater.
Musselman’s outlook on embracing failure echoed the night’s larger message—one that resonated deeply with students in the audience. The panel offered an inside look at how Dallas designers turn creativity into careers, showing that success in fashion comes from passion, persistence, and staying true to your vision.
