TikTok Star Madeleine White Turned Her 'Passion for Making Clothes' into Her Own Pajama Collection (Exclusive) (2024)

Anyone who follows Madeleine White on TikTok knows she's the queen of PJs.

The fashion pro — who is known for her GRWM videos — also made a name for herself on social media for her skills with flipping clothes, whether it was something she thrifted, pieces she picked up at Target or a designer item that she tweaked to better suit her mood.

White took everything from her background in fashion and her overall "passion for making clothes" and turned it into her own brand, which she launched earlier this month. And she gave it the cutest name that's fully authentic to her: See You Tomorrow, the same signoff she uses for all of her videos.

White, 28, launched her brand with three sleepwear styles, because, as she tells PEOPLE, pajamas were something that her followers were constantly asking her about. Because her TikTok videos are so focused on getting ready, that meant she was spending half of the time in PJs.

"There were really limited places that I could find some that I felt like were right for my audience, right for my demographic on TikTok, that were younger," White says of wanting to be able to recommend products to her followers. "It's easy to find high-end sleepwear for [an older demographic], but I definitely felt like it was hard to find [for my younger audience], so I thought, 'Let's make it.'"

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It was about two years ago, White says, that she first had the idea to start her own apparel brand. It was another year before she was able to find the right people to help her "make the vision come to life."

After leaping over several "hurdles" during the production and creation process and plenty of exciting moments, she arrived at three silhouettes to launch with: a slipdress with a sweet butterfly detail, a ruffled cami and shorts set and a cozy long-sleeve and long pants PJ set. All three SKUs launched in sizes XXS to 3XL, and prices ranged from $105 to $145. Within a week of the first launch, everything had sold out, but White admits the reception was mixed.

"We got tons and tons of comments of people saying, 'I wish this was silk, or I wish this was this fabric, tencel, etc.' And those were all things that we originally had opted out of because we felt that people wouldn't want to pay for those fabrications because they are so much more expensive. But now we know that there's a demand for it, and we know that people want it, so we're going to make it," she says.

But that also gets into the conversation about price, which is something White's followers were vocal about immediately after her launch. Scrolling through See You Tomorrow's social media comments is a landmine of complaints about the price point, but what many people may not realize is that White is running a small business that has quite a few expenses — and she has a very small production line. She also passionately points out to PEOPLE that she both wants to pay all of her employees fairly and charge her customers fairly, so it's something she will continue to examine as she moves forward with the brand.

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"People are used to that fast-fashion pricing, but we are definitely committed to getting the prices down as we expand and we get more units," she says. "We already took a look to see what we can do to change it and what we can do to try to make it as accessible to people as possible, because I never wanted to price anyone out of the brand. It's not like I came at this like, 'We're ultra luxury, and we don't want the average consumer to purchase.' That's not the case. You have to pay people fairly. You have to pay all your factory workers. You have to pay for all of your goods. We're going to try our best. It's a learning experience, and we can grow from here."

For the most part, though, White says people have been really excited about what she's created.

"Everybody loves the product, which I feel like is the integral thing here," she says. "If they love the product, I can work with that. I would rather thousands of people say, 'I love the product, but the price is too high,' than be like, 'I don't like that. Or I'm bored.' I can work with the price thing."

White has already learned so much about fashion during this process, and she's committed to continuing in her learning. Despite coming from modeling, fashion TikTok and her own clothing creation, she says this whole experience has been quite different.

"It's hard being the boss, but I'm really enjoying it," she says. "I do sew my own clothes. I know how to make a garment. I thought I knew everything that goes into creating something like a bralette, but having to learn about the manufacturing side has been new, but I'm learning it."

She's not stopping at sleepwear either. Her original vision for See You Tomorrow was to be ambiguous enough to live as a ready-to-wear brand — and to outlive her. Yes, you read that correctly. White hopes that one day, See You Tomorrow will stand on its own without her.

"I hope and I pray that someday after I delete social media and I have a bunch of horses somewhere that the brand can continue on, and the brand will become ingrained in people's minds as See You Tomorrow, not as my brand," she says.

White is still figuring out what each collection drop will look like, but she wants core pieces — like sleepwear — to always be in stock once she has production and supply chain all ironed out. She also has apparel in the works and hopes to host events and pop-ups as the company grows.

For now, she and her team are working on restocking the current collection — which will be available on SeeYouTomorrow.com.