Conversations with Jenny Smas

Today we’d like to introduce you to Jenny Smas.

Hi Jenny, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
About Me
I’m a multidisciplinary designer working across fashion, soft home, and brand storytelling. I studied at Kent State University, where I earned a Bachelor of Arts in Fashion Design and a Bachelor of Science in Fashion Merchandising. My education gave me a dual foundation — both creative and strategic — which continues to shape how I approach design today.
I was part of the inaugural group selected for Kent State’s New York Studio program, where I had the opportunity to work at W Magazine. That experience immersed me in the pace and standards of editorial fashion, and solidified my understanding of visual storytelling at a high level.

Early Career
That same summer, I worked with Cynthia Rowley, an experience that was pivotal for me. It was during that time that she encouraged me to fully step into my identity as a designer — a moment that gave me both clarity and confidence in my path.
When I returned to Kent State, I continued in my design major and went on to win the Ridici Stretch to the Future competition, further reinforcing my direction within fashion design.
The following summer, I interned with Macy’s, working on the INC knitwear team. That role gave me hands-on experience in product development within a large-scale retail environment, and introduced me to the balance between design, cost, and production.
Early in my career, I also had the opportunity to show legwear collections during New York Fashion Week for Betsey Johnson and Anna Sui. During that time, my work was featured in Women’s Wear Daily alongside a Prada runway reference as part of an emerging trend story — an experience that reinforced my passion for trend-driven design and visual storytelling.

Career
I went on to build my career in soft home, where I lead the development of packaging, prints, and product concepts for major retail partners including TJX and Dollar General. My work focuses on translating trend into product that resonates at scale — from viral blanket programs to elevated private label packaging systems.
I’m deeply involved in the full process, from concept through production, and often work cross-functionally to ensure that the final product is not only visually strong, but also commercially viable and cohesive as a brand story.

TEN23 Atelier — Le Geste Retenu
TEN23 Atelier is my personal design practice, where I explore a more conceptual approach to fashion. My debut collection, Le Geste Retenu (“the restrained gesture”), is built around the idea that strength in design comes from restraint — from what is held back rather than what is added.
The collection draws from vintage Parisian couture and modern architectural forms, combining sculptural silhouettes with controlled drape. Structured materials like mikado are balanced with softer elements to create tension between rigidity and movement.
Each look is designed with intention, focusing on proportion, balance, and quiet drama. It reflects my belief that clarity and restraint can create a more lasting impact than excess.

Design Perspective
Across both my commercial and personal work, I approach design as a balance between creativity and execution. My background in high-output product environments has shaped a process that is both imaginative and highly practical.
Whether I’m developing packaging, building print stories, or designing a collection, my goal is always the same: to create work that feels considered, cohesive, and distinctly intentional.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Definitely not smooth! I started in Merchandising, added Design, thought I was awful, dropped design, ran off to NYC for the Kent Program in Merchandising and thats when Cynthia Rowley told me I was a designer, not a Merchandiser.

Beyond that, I graduated in a tough year and there were minimal jobs available, I had my heart set on apparel but wound up in legwear, but that ended up being a blessing in disguise.

Can you tell our readers more about what you do and what you think sets you apart from others?
I’m a multidisciplinary designer working across fashion, soft home, print, packaging, and brand storytelling. My background is somewhat unconventional in that I was formally trained in both fashion design and fashion merchandising at Kent State University, where I earned both a Bachelor of Arts in Fashion Design and a Bachelor of Science in Fashion Merchandising. That dual perspective shaped how I work today — balancing creativity with strategy, and aesthetics with execution.

Throughout my career, I’ve had the opportunity to work across a wide range of creative environments, from editorial fashion at W Magazine to fashion design experiences with Cynthia Rowley, as well as product development roles within large-scale retail. Early in my career, I showed legwear collections during New York Fashion Week for Betsey Johnson and Anna Sui, and my work was featured in Women’s Wear Daily alongside a Prada runway reference as part of an emerging trend story.

Today, I specialize in creating commercially successful product concepts that still feel elevated, intentional, and emotionally engaging. A large part of my work has been focused in soft home design, where I develop prints, packaging systems, branding, and product direction for major retail partners including TJX and Dollar General. I’m especially known for my ability to translate trend into product that feels fresh and marketable while still maintaining a strong visual identity.

One thing that sets me apart is that I genuinely love every part of the process — not just the initial concept. I’m highly involved from ideation through execution, including packaging development, print engineering, production considerations, presentation strategy, and visual storytelling. I think that combination of creative vision and technical practicality allows me to develop work that is not only visually compelling, but also realistic to produce and successful at retail.

I’m also proud of my ability to move fluidly between highly commercial work and more conceptual creative work. Through my personal practice, TEN23 Atelier, I explore more sculptural and editorial fashion concepts rooted in restraint, architecture, and storytelling. That balance between artistry and accessibility has become a defining part of my perspective as a designer.

What I’m most proud of is building a career that has remained deeply creative while also being adaptable. Whether I’m developing a runway-inspired collection, a heritage-inspired print story, or a packaging system for mass retail, my goal is always the same: to create something thoughtful, cohesive, and memorable.

Is there a quality that you most attribute to your success?
I think the most important quality behind my success has been adaptability paired with persistence. I’ve worked across very different areas of the industry — from editorial fashion and runway-adjacent design to commercial retail product development and brand storytelling — and each environment requires a different way of thinking. Being able to evolve creatively while still maintaining a strong point of view has been incredibly important throughout my career.

I also genuinely enjoy problem solving. I don’t see design as just creating something visually beautiful; I enjoy figuring out how to make an idea work from every angle — creatively, commercially, and technically. Whether I’m developing prints, packaging, or a full product concept, I’m very hands-on and invested in the entire process from concept through execution.

Another quality that has helped me is curiosity. I’m constantly researching trends, studying design history, exploring materials, and looking at how visual storytelling evolves across industries. I think that curiosity keeps my work fresh and allows me to approach projects with both creativity and strategy.

Most importantly, I’ve learned how important resilience is in creative fields. Design requires vulnerability, adaptability, and the ability to continue refining your perspective over time. Some of the opportunities that shaped me most came from being willing to keep evolving, keep learning, and continue creating even when the path wasn’t always straightforward.

Contact Info:

• Website: https://JStudio1023.com
• Instagram: @jennysmas
• Facebook: Jennifer Smas
• LinkedIn: https://www.linkedin.com/in/jenny-smas/