Our Design Philosophy

Thoughtfully designed for one of the most important seasons of girlhood.

Every decision begins with one question.

Will this help a girl feel more like herself?

Because girls don't need clothing that asks them to grow up faster.

They deserve clothing thoughtfully designed for who they are today.

At Foxtale, we believe clothing is about more than what a girl wears. It's about how she feels while she's wearing it. When she's comfortable, she can focus on learning, exploring, creating, laughing with friends, and simply being herself. That's why every collection is thoughtfully designed specifically for girls ages 6–13.

We design for this stage not the next.
Age Right Design

Age Right Design

Designed specifically for girls ages 6-13, with silhouettes, proportions, and details that feel just right for this season of girlhood.

Comfort First

Comfort First

Soft fabrics, thoughtful construction, and movement-friendly details help her focus on being herself, not adjusting her clothes.

Confidence Always

Confidence Always

When she feels comfortable, she can focus on what really matters: growing, discovering, creating, and becoming exactly who she is.

OUR PROCESS

It Starts With One Question

Before we choose a print.

Before we sketch a silhouette.

Before we select a fabric.

WE ASK ONE SIMPLE QUESTION

How will she feel wearing this?

That question guides every decision we make, from the fit and fabric to the colors, proportions, movement, and versatility of every piece. Because confidence isn't something we add after the design is finished. It's something we design for from the beginning.

OUR TEAM

Behind Every Collection

Every Foxtale collection is the result of countless conversations, thoughtful decisions, and close collaboration.

Meet the people behind every Foxtale collection.

Meet Sam McDonald, Design Director

Meet Sam McDonald, Design Director

Sam’s story began as an order packer at Matilda Jane while still in high school. She quickly rose through the ranks to become the founder’s right hand in design, helping shape one of the most beloved boutique girls’ brands of its time.

She later co-founded a boys’ clothing line and eventually launched her own children’s brand, Wildflowers, in 2017. These bold entrepreneurial chapters sharpened both her artistic voice and her resilience.

In 2023, Sam received a call that would take her into her next chapter of growth, an invitation to help build a new girls’ brand alongside the founder. That brand became Finding Foxtale.

Sam has been with Foxtale from the very beginning, shaping its creative DNA. Her love of color is unapologetic and infectious. Her instinct for delightful detail is refined and intuitive. Her designs are layered, expressive, and filled with personality. Plus, she’s as joyful as her design aesthetic.

But what makes her work here different is depth.

As a mother to a daughter in Foxtale’s age range, Sam understands the delicate balance between self-expression and age-appropriateness. She designs for girls who want to feel stylish, seen, and understood without rushing them into something they’re not ready for.

Her design philosophy is simple: Every color and detail has a place. Every girl does, too. And her personal mantra — “Leave people a little better than you found them.” -- shapes both her work and her impact on those around her.

Meet Leslie Loewe, Merchandising Director

Meet Leslie Loewe, Merchandising Director

Leslie’s path to Foxtale wasn’t traditional; it was intuitive, and perhaps a bit of destiny.

A former blogger and motherhood content creator, she spent years immersed in the lived experience of raising girls. From the very first conversation with Foxtale’s founder, it was clear that Leslie understood not only what resonates aesthetically with tween girls, but what feels age-right, practical, and worth the investment for their moms.

She is also the mother of three daughters in Foxtale’s exact demographic. She knows and lives the dressing room negotiations. The friend-group influence. The tension between passing trends and timeless staples. The difference between what girls want and what moms will confidently say yes to buying.

When she joined Foxtale, she stepped into merchandising with curiosity and determination, mastering the technical side of the role while bringing something equally valuable: real-world discernment. As a parent and professional, Leslie really “gets it.”

Leslie brings a grounded commercial instinct, a pulse on how girls actually live, and a strong, thoughtful perspective. Her ability to listen deeply and speak honestly helps refine Design Director Sam’s creativity in all the right ways.

A Creative Partnership Built on Friendship

Sam and Leslie work in constant joy, laughter, creativity, and dialogue.

Sam imagines boldly.

Leslie refines strategically.

Sam sees artistic possibility.

Leslie evaluates practical viability.

Because of this partnership, Foxtale clothes feel:

Expressive but not excessive

Elevated but wearable

Trend-aware without the pressure to constantly keep up  

Confident without succumbing to age compression 

Because caring about who she’s becoming requires both creativity and real-world conviction. And that’s what these two women bring to every collection. Together, they shape the Foxtale clothes that girls love and that make sense in real life.