How do you go from fashion freelancer to owning a design agency?
We’re breaking it down in today’s episode with guest Lindsay Kondel who did exactly that! In our chat, she shares her journey, from starting out as a head designer at an activewear label to leveraging Instagram and networking to build her agency. Also find out why collaboration trumps competition, especially in the dynamic world of fashion design. Whether you’re a freelancer or an agency owner, this episode is packed with actionable advice and real-world experiences to help you elevate your fashion business.
Resources:
117: How to Quit Your Full Time Fashion Job and Start Freelancing
Check out the Instagram of Streetwear of Roses!
Episode Highlights
From Freelancer to Fashion Agency Co-Founder: Lindsay Kondel’s Rapid Rise
- In just two years, Lindsay Kondel went from solo freelancer to co-founding Stacked Studio, working with 20+ clients in just the last eight months.
Pandemic Pivot & Heidi’s Courses
- After leaving her role as Head of Design at an activewear label, Lindsay dove into freelancing during the pandemic—armed with So Heidi’s resources to build structure and strategy from day one.
Variety Over Big Brands
- From corporate giants like Tommy Hilfiger and Esprit to independent projects, Lindsay shares why freelancing’s diversity brought her the creative fulfillment she was missing.
Building a Business with Intention
- After a three-month break post-marriage, Lindsay fully committed to her freelance business and later teamed up with Christiana Xy to launch Stacked Studio in January 2023.
Client Acquisition and the Power of Outreach
- Lindsay reveals how consistent networking and intentional relationship-building helped secure initial clients, and how word-of-mouth continues to drive new leads.
Evolving Pricing Models
- As she transitioned from solo freelancer to agency owner, Lindsay adapted her pricing to better align with project scopes and client budgets—especially important with a growing team.
Marketing: Instagram Wins, LinkedIn Lessons
- Instagram has been Lindsay’s go-to platform for client growth, while LinkedIn—though less active—offers value through personal profiles rather than business pages.
Partnerships Over Competition
- Through collaborations with brands like Streetwear of Roses, Lindsay emphasizes the strength of community, shared knowledge, and partnerships in fashion.
Team Growth & US Market Expansion
- With most of Stacked Studio’s focus in Australia, Lindsay shares plans for growing into the US market, building her team, and hiring a virtual assistant to streamline operations.
Smart Operations with External Guidance
- Lindsay credits her business coach and development manager for helping her refine proposals, define roles, and bring more emotional intelligence into team leadership.
Managing It All
- When asked how she does it all, Lindsay says: she doesn’t—she gets help, keeps improving, and isn’t afraid to ask questions.
Key Questions and Responses
1. Can you share your journey from freelancing to co-founding Stacked Studio?
- Lindsay Kondel explained her transition from freelancing to co-founding Stacked Studio. Initially, she freelanced two to three days a week under Condell Studios, focusing on design and tech packs. After deciding to establish an agency, she took a three-month break post-marriage and then fully committed to freelancing. By January 2023, she had shifted all her focus to Stacked Studio, co-founding it alongside Christina Xy. The agency primarily serves emerging brands and startups, offering comprehensive services including brand development, and has worked with over 20 clients in the past few months.
2. How did Instagram help you in finding clients and growing your business?
- Instagram played a crucial role in client acquisition and brand marketing. Lindsay emphasized the importance of consistently posting and collaborating on educational content to generate brand awareness and leads. Since Stacked Studio works with influencer-led businesses, Instagram’s visual and interactive nature helped significantly in capturing the interest of potential clients.
3. What strategies did you use to secure your first clients as a freelancer and then transition to an agency?
- Initially, Lindsay relied on networking and direct outreach, including proposing freelance services to companies looking for full-time designers. She also capitalized on previous relationships to secure clients needing support in design tech packing and fabric sourcing. For Stacked Studio, she highlighted the importance of outbound lead generation and the eventual shift to word-of-mouth referrals as brand awareness grew.
4. What challenges did you face in managing pricing structures between freelancing and running your agency?
- Handling pricing structures was a significant challenge as freelancing had a lower rate, while Stacked Studio’s rates varied based on client budgets. To manage this transition, Lindsay used freelancing to supplement her income while building the agency, focusing on relationship building. She stressed the importance of understanding client budgets and maintaining flexibility in pricing strategies.
5. How has collaborating with a business coach and development manager helped streamline your operations?
- Collaborating with a business coach and development manager was instrumental in saving time and improving business outcomes. The business coach helped streamline operations using data-driven spreadsheets for tracking leads, conversion rates, and the effectiveness of marketing channels. They also provided financial guidance for setting up operating expenses and projections. The business development manager reviewed pitch decks and client interactions, refining outreach and proposal strategies, which Lindsay found invaluable.
6. What advice do you have for individuals or freelancers struggling with pricing and managing their business?
- Lindsay advised not to be afraid to seek help and continually strive for self-improvement. She encouraged individuals to reach out for guided advice on pricing and to recognize their knowledge gaps in the business side of operations. Acknowledging one’s limitations and seeking assistance where needed can lead to better management and scaling of their ventures.
About Lindsay:
Lindsay Kondel is the cofounder of Stacked, a full service fashion design agency. Stacked helps create killer fashion brands, working with both emerging and established labels. The agency bridges the gap between creative vision and commercial outcome through “stackable” services, allowing clients to cherry-pick based on their individual needs.
Connect with Lindsay:
Visit her website
Email her at: info@stacked-studio.com
Follow on Instagram
Connect on LinkedIn