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Everybody Wants This?

The Foster sisters, the celebrity duo behind the hit Netflix show “Nobody Wants This,” built their clothing brand Favorite Daughter on the shoulders of their growing media empire. But the real secret to their success might be much simpler: Selling clothes that women actually want.

Erin Foster Sara Foster
Favorite Daughter has quickly filled a void in the vendor matrix for merchants: But now that the Fosters have shown the concept works—they’ve picked up 800 specialty accounts during the past year—their competitors are on to them: Photo: Courtesy of Favorite Daughter
Sarah Shapiro
May 27, 2025

In February 2024, Sara and Erin Foster packed the Nordstrom on 57th Street for a live taping of their audio show, The World’s First Podcast, with the influencer Tinx. More than 2,000 people showed up—and this was months before Nobody Wants This, the hit show based on their lives, aired on Netflix. By then, the Fosters had already written and produced their own “mockumentary,” Barely Famous; a popular podcast; and a successful clothing line, Favorite Daughter, which they founded in 2020. When brands have to turn people away from a live podcast taping at a department store, you know they’ve solved a marketing puzzle. That kind of magnetism is rare, especially in fashion.