Let’s be real. Every year, we choose a word, a theme that reflects where we’re headed and who we want to be, not just as a brand, but as people. As we’ve grown, things have become busier, fuller, and honestly… harder. We’ve had to delegate, build a team, and step back in certain areas because growth required it. But somewhere along the way, we also became a little less forward-facing than when we first started. And the truth is, Allie+Bess was built on who we are. On our stories. On real life. So this year, we’re intentionally getting back to that.
Our word of the year is simple, but powerful: Real. The older I get and the longer I run this business, the more I crave real over polished, real over perfect, real over whatever simply looks good on the internet. I’m tired of the curated aesthetic anyone can create with a Canva account and an iPhone. I want you to know the real people behind this brand. Because just like you, we’re navigating life one day at a time, working hard, juggling a million roles, and doing our absolute best. This year, we’re choosing to show up as our whole selves.
That means we’re sharing the wins and the highs, but also the chaos. The messiness. The mom moments that interrupt meetings. The behind-the-scenes scramble before a launch. The days where everything clicks and the days where absolutely nothing does. Real life is what makes this community what it is. We don’t just want you to see Allie+Bess anymore—we want you to experience it with us. The real conversations, the real challenges, the real celebrations both big and small.
Because confidence isn’t built in perfectly curated moments. It’s built in everyday ones. In getting dressed when you’re exhausted. In showing up when you’re unsure. In wearing something that helps you feel like yourself again, even on the hard days. Trust me, we can relate. We’ve been there. And yes, we still have days like that. No more hiding it. You are not alone.
To be completely honest, I’m still scared of failing. I worry that if we don’t nail a launch or hit certain numbers, everything will crumble. That I’ll let people down. That the weight of supporting our team will feel too heavy. That if I truly show up vulnerable and real, I’ll fail in front of everyone. Six and a half years into this business, I know some of those fears aren’t entirely logical, but they’ve shaped me. They keep me hungry. They keep me creative. They keep me pushing forward. They don’t always feel light, and sometimes they weigh heavy, but they remind me how deeply I care—about this brand, our team, and this community.
That, to me, is part of showing up real. That’s what this year is about: letting go of the pressure to have it all together and continuing to build a brand that fits real lives, not imaginary ones. As we step into 2026, I feel excited knowing we’re showing up more authentically than ever. Having it together is great, but falling apart sometimes is part of becoming. Failing, learning, rebuilding—that’s how something real and lasting is created. Sharing the mess is what makes a community stronger. So here’s to being real.
— Allie