This BHAM Designer Creates Custom Dresses and More

Ashley Gootee has over 20 years of experience in the fashion industry, with a hand in everything from working New York Fashion Week with high-end designers Zac Posen and Peter Som to creating her own women’s wear line. That is, until she realized her true calling — creating custom designs for weddings and other memorable moments. Through her Birmingham-based business, Something You Couture, Ashley offers garment reinventions, custom dresses, high-end alterations, and more. She draws on her years of experience to help bring her clients’ visions to life for their most special days. Get to know this week’s FACE of Birmingham!

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How did you get into fashion design?

When I was 15, I told [my parents] I wanted to be a fashion designer and go to fashion school. And they said, “You don’t know how to sew!” I thought that didn’t matter. In high school, I loved makeup and used to wear skirts as tops. Everyone said they never saw me in the same thing twice, but I just wore things differently, so they didn’t know it was the same piece. I’m from Chicago, so I signed up for a weekend class for high school students at the School of the Art Institute of Chicago. It was a pattern-making class and had nothing to do with sewing. I loved it and patterned a skirt. My friend sewed my final project for me, and I passed the class. After that, I said, “I’m doing this!” I went to Purdue University to study fashion because they had an exchange program with FIT (Fashion Institute of Technology) in New York. But I also wanted to study abroad, so I did a summer in Florence, Italy. And I went to Hong Kong Polytechnic University, which is a huge fashion school; I spent six months there.

You had your own fashion line. How did that come about?

I was living in New York and had a terrible roommate. I called my mom crying, saying I wanted to come back to Chicago. She said, “Google it!” So I Googled “Chicago fashion” and found out about the Chicago Fashion Incubator. I was part of their 2009 class of six designers. They help you start and launch your own line.

Now, you’re focusing your skills on Something You Couture. Tell us more about your business and the services you offer.

We’re all about custom couture, which is anything made specifically for you. I don’t have a rack of clothing here. If you can dream it, we can do it — but what’s your budget? I’ve made gowns, dresses, two-piece [ensembles], headbands, and garters. Our second service, which I love, is garment reinvention. Many of those tend to be for weddings. We’ll take a mom’s or a grandmother’s dress and modernize it for the bride.

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There was a bride whose alterations I did, and her grandfather passed away right before she got married. She was very close with him, so she brought me one of his blazers that she wanted us to reinvent to make it hers. I’ve made Christening gowns out of a train. For debutants — because debutants can’t have trains — I’ve taken gowns and cut the train off, then made a little graduation dress for them out of the train. I also do high-end alterations — more than just a hem and bustle or taking in a side seam. I want to be known for the hard stuff nobody else can do.

What do you like to do when you’re not working?

I do some sort of activity almost every day. I work out at the Mountain Brook YMCA or HOTWORX. I love to sweat. At 4:30 p.m., I become a mom. People always ask me why I don’t see clients late at night. Well, my son Kenny Joe is the reason. My number one job is to be a mother, and then I am a wife and business owner.

What are your favorite things to do with your husband and son?

My husband and I just finished our lake house in Cropwell, Alabama, on Logan Martin Lake. So, we spend a lot of time there. I love being at the lake; that’s my happy place when I’m not working. We live in Forest Park, and I like taking my son to the Avondale Library. I love going to Avondale Brewing Company for their concerts.

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What do you enjoy most about Birmingham?

The food! I’m from Chicago and grew up with a chef as an uncle, so I’ve been spoiled my whole life. Food has been my love language, and the food here is so good.

What are some of your favorite local restaurants?

All of Second Avenue! Bamboo on 2nd, Bocca, Le Fresca. I also love Blueprint on 3rd,  The Essential, Shu Shop, Red or White, Rougaroux, and Taj India. I love the nachos at Moe’s BBQ, and I like Umami and Jinsei for sushi.

What’s the best advice you’ve been given?

I have three things to share. The first one is from my mother, who said, “Always be honest.” I’ve felt that even more as a business owner because clients don’t like surprises. Always be upfront and honest. The other one is from my dad, and that’s to treat people how you want to be treated. The last one is from my old mentor from a program at Purdue, where alumni who graduated in the past five years would come back and spend a week with a current student. My mentor was Peter Schneider, who was once President of Animation and Chairman of the Studio for the Walt Disney Co. He always said, “If you want to be good at something, always sweep the floors well. It doesn’t matter how menial the task is; do it to the best of your ability.” So that’s how I view my clothing. I don’t care if I’m sewing a button or somebody needs a hook and eye fixed; I will do my best.

Other than faith, family, and friends (and fashion!), name three things you can’t live without.

Wine, castor oil, and white cheddar cheese.  

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Meet more interesting and inspiring Southern women over at our FACES archives!