Youth Sophistication: Collaboration Leads to FH Junior Collection Succ

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May 10, 2021 4 min read

Twins Luca (left) and Ella (right) debuted their custom FH LuLa Tailcoats in the USHJA Pony Derby at the 2021 Winter Equestrian Festival. Photos by Anne Gittins Photography

For Horses' Junior Collection has repeatedly proven: Great things can come in small packages.

Since entering the American show market, the FH junior line has filled a void for young and petite built riders. Uniquely, the line showcases all of the same features as the brand's general adult collection, with sophisticated yet age-appropriate design and performance. Stemming from the brand's commitment to elegance and comfort, engrained in the company's mission statement since its inception, For Horses has released its newest collection of junior apparel, including several products inspired by customer and retailer feedback.

"For Horses has succeeded in capturing an adult look in children’s show clothing, making the brand a favorite for juniors on the show circuit," said For Horses U.S. Sales Manager Anita Sguigna. "The junior line is made with technical fabrics produced for equestrian sport that are lightweight, multi-stretch and offer sun protection—the same as the adult collection—and entirely produced in Italy."

Among the new items are exciting features for junior breeches. The Poppy girl's breech is made with FH's innovative Ultra Move technology. The sillk-like comfort breech is designed with stretchy, moisture-wicking fabric, ideal for summer climates. Additionally, the popular Jody jodphur, featuring the seamless FH knee grip pattern, has been reintroduced to the market with with left and right zipper placement options.

New show shirts have been added in a variety of soft colors and prints designed for showing, while the Winx jacket is also available in steel blue and teal color options for the fashion-oriented young rider. Customization options with crystals, piping and contrast collars are available in the Cecilia version of the show coat.

"We're excited to add some unique items to the 2021 junior collection," Sguigna said. "The clothes prove that Italian styling and flair for design can come through even in the smallest sizes."

FH Junior Collection

The new LuLa tailcoat, has become available as the result of a unique collaboration. In 2020, after selling the collection with success for more than two years, retailer Erica Prado of Amagansett, NY's The Tack Trunk presented For Horses with an idea:Would the brand consider creating a junior tailcoat?

The idea came to her from a longtime client, Caroline Berley. Berley, whose twin daughters Ella and Luca Edzweig contest the pony divisions on the show circuit under the tutelage of Kyla Makhloghi, were small in stature and could not find a suitable shadbelly on the market. What already existed in the For Horses junior catalogue, however, fit her girls like a glove.

"I have to say, For Horses really listens to their stores," Prado said. "This all started with the twins needing shadbellies. They're so petite, there wasn’t anything on the market that they were comfortable in. I love all of my vendors and their collections, but the thing that stands out about For Horses is the fit. The clothes are tailored so well; they fit everyone."

The conversation sparked a collaboration. Prado and Berley, together with Sguigna and For Horses Owner and Designer Giovanna Novello, designed the brand's first junior tailcoat. Upon the completion of the design, with custom points, lining and trim, Novello appropriately named the tailcoat "LuLa," a combination of Luca and Ella's names.

"Giovanna always has an interest in new designs and loves children—she has a son, Davide—and she was able to produce this very nicely fitting, nicely styled tailcoat," Sguigna said. "Few brands design with so much input from the riders themselves and their retail partners. It was unique in the way it all came together."

Luca Endzweig. Photo by Anne Gittins Photography

Ella Endzweig. Photo by Anne Gittins Photography.

The girls debuted their coats together at the USHJA Pony Derby at the 2021 Winter Equestrian Festival in Wellington, FL. Luca's tailcoat features pink details, while Ella rides in blue.

"We love them, and they fit perfectly," Berley said. "They stand out and look so good on the girls. They feel mature and professional, and they were so excited when they found out it had been named after them. Their names are also printed underneath the tails."

LuLa and Davide tailcoats are now part of the For Horses catalogue and can be custom ordered and personalized for the rider's color and styling choices.

"I certainly had a great time designing LuLa for the girls. The fact that they named the tailcoat after them was icing on cake—for them and for us," Prado said. "It felt so special being first store to have them, giving feedback, and working with Anita. To have the first prototype for it though our store...I felt very special and grateful."