TikTok fashion influencer Madeleine White has grown her following over the last three years with her popular “get ready with me” videos, and now she is capitalizing on the franchise to launch her first fashion brand.

The content creator and model is launching See You Tomorrow on Friday, a sleepwear brand she’s developed over the last few years. The brand is launching with three styles: a yellow strappy nightgown, a blue lace-embellished camisole and matching shorts, and a pink long-sleeve pajama set ranging in price from $105 to $145. The styles all feature butterfly patterns or motifs, as it’s one of White’s favorites. The brand’s name, See You Tomorrow, comes from the influencer’s tag line at the end of her TikTok videos. 

“I’ve always wanted to come out with my own brand, but I didn’t know what I wanted it to be,” White said in an exclusive interview. “I know that coming into the market as an influencer and starting a clothing brand, there’s so many of them, so I was trying to think what’s new, what’s different, what’s not already out there and what’s not already been done 100 times.” 

White explained the idea to enter sleepwear came after she repeatedly received comments from her more than 4.6 million TikTok followers about the sleepwear styles she was wearing at the beginning of her “get ready with me” videos.

The fashion influencer explained that she had difficulty in finding sleepwear for her videos that were lingerie-inspired, yet appropriate to wear on camera. 

“I knew I wanted a kind of a hybrid between sexy, pretty and more lounge-type wear,” she said about the styles. “I also wanted full-on sleep pajamas that are really, really soft, really cozy and loose. I really wanted there to be a blend between the more lingerie side and the more sleep side, so I wanted something that bridged the gap.” 

The pivot to fashion designer is a natural one for White. White initially grew her following on TikTok by making videos of her sewing projects, be it revamping a thrifted find or recreating a runway look. She has also consistently shared her own DIY sewing hacks, such as how to use a ribbon and safety pins to make a dress more cinched in the waist. 

“I’ve had a really unique perspective coming into this where I knew how to market things and how to make viral content and all of that from the social side, but then I also know how to make clothes,” she said. “I know what it’s flattering. I know how to make things elasticated. I knew that I wanted all the straps adjustable and all of that kind of thing. I feel like I only have that knowledge from my experience making my own clothes.” 

White said the three-piece launch collection is just a taste of what her followers can expect from See You Tomorrow. She stated two other collections will be launching soon and that the brand is working quickly to expand its assortment and size range. 

She also discussed her plans to expand the brand beyond sleepwear. Her next category will be ready-to-wear pieces, which she is aiming to launch next year. She also has her sights on other types of clothing and beauty to become a lifestyle brand. White stated her immediate goal, however, is to establish herself in the sleepwear market, and then look into the category expansions.

White believes that her brand will resonate with her followers and other customers because of her understanding of social media marketing and her experience designing clothing. 

“I feel like I have a unique knowledge on just how to make things as flattering as they can be on as many people as can be,” she said. “I’m good in the middle where I know how to market, but I also understand the construction of clothing and I know how to make things.”