Formé Millinery Co.

The Formé Millinery Story

Jenny Pfanenstiel named the Featured Milliner of the 146th Kentucky Derby® (Photo: Clay Cook)

Jenny Pfanenstiel: Master Milliner, Visionary Entrepreneur, and Artistic Trailblazer

"A hat can not only change your day, but it can also change your life!" - Jenny Pfanenstiel

Jenny Pfanenstiel is a celebrated milliner whose name has become synonymous with elegance, innovation, and distinction in the world of couture hat making. Based in Louisville, Kentucky, Jenny is the Official Milliner of the Kentucky Derby Museum and a 6-time Featured Milliner of the Kentucky Derby, a title that places her among the most elite artisans in American fashion history.

As the founder and milliner behind three prominent millinery ventures Formé Millinery, Judith M Millinery Supply House, and The Hat Shoppe, Jenny has not only shaped the future of modern millinery but also revitalized it through her mastery of rare techniques and business acumen.

With a masterful ability to blend traditional techniques with modern sophistication, Jenny’s hats are more than accessories, they are sculptures for the head. Her signature style involves sculpting hats on a vintage 1800s braid machine, a rare and intricate method that allows her to create uniquely textured and sculptural pieces that are as much works of art as they are fashion statements. This extraordinary technique has garnered her a devoted following around the world, as well as accolades from the fashion elite, attracting a star-studded clientele that includes Michelle Obama, Oprah Winfrey, Madonna, Barbara Corcoran, and members of international royalty. Her designs have appeared at the Met Gala, Royal Ascot, and Paris Fashion Week, and are frequently seen atop the heads of celebrities and socialites at the Kentucky Derby, Belmont Stakes, and Dubai World Cup.

Collaborations & Contributions

Her impressive client list and partnerships reflect her wide influence in fashion and beyond. Jenny has designed exclusive hat collections for major brands such as:

Vineyard Vines (official Kentucky Derby collection)
Woodford Reserve and Old Forester
John Deere
Swarovski Crystals Ingredient Branding Partner
Cirque du Soleil
Lifetime Movies
PBS
HGTV
The Oprah Show
Universal Studios
McCall Patterns (creating commercial hat patterns available nationwide)

She has also worked with leading retailers and stylists to develop custom headwear for film and television productions, magazine editorials, and red-carpet appearances.

Jenny holds a Fashion Design degree from the Art Institute of Colorado, which laid the groundwork for her career in fashion and gave her a deep appreciation for textiles, silhouette, and construction. Her training in couture design gives her hats a distinctive refinement and structure in shaping her approach to millinery, allowing her to fuse couture artistry with a meticulous eye for detail.

Industry Recognition & Achievements

Her talent and entrepreneurial success have been recognized with multiple honors, including:

Business First Woman Entrepreneur
Award, Louisville Business First (2024)
Best Renowned Milliner in the USA, LUXlife Global Style & Apparel Awards (2023)
Tory Burch Foundation Fellow, Tory Burch (2019) – which recognizes outstanding women entrepreneurs across the country.
Rising Star Award, Fashion Group International (2016)
Champion Award, American Lung Association (2015)
Made in America, Martha Stewart Living (2013, 2014)

Community Involvement & Philanthropy

A champion of women in business and the arts, Jenny actively mentors other entrepreneurs through the Tory Burch Foundation, serves as a speaker at national conferences, and conducts millinery workshops around the world. Her 2015 book, The Making of a Milliner: Hat-Making Projects for the Modern Milliner (Dover Publications), remains a leading resource in millinery education and is used in classrooms, design studios, and artisan workshops globally.

Jenny also frequently serves as a guest judge and speaker at elite fashion competitions and charity events, including:

Kentucky Derby Red Carpet Fashion Shows
Horsing Around with Art – Kentucky Derby Museum
Hats Off Luncheon
Fashions on the Field
Arlington Million

While Jenny’s creations reach global audiences, she remains deeply committed to her Louisville community. She is a regular supporter of local arts and charities, including Hope Scarves, an organization supporting breast cancer survivors and research. In 2023, Jenny created a one-of-a-kind hat encrusted with Swarovski crystals, which sold for $3,000 at auction, donated in honor of her sister, who was diagnosed with breast cancer the previous year.

Jenny Pfanenstiel is more than a milliner, she is a visionary artist, educator, philanthropist, and entrepreneurial powerhouse. Her work continues to inspire and elevate the art of millinery, combining timeless style with modern innovation. Through every hat she crafts, Jenny offers not just a fashion statement but a legacy of craftsmanship, empowerment that will endure for generations to come.

Photo: Clay Cook

The Millinery Process

The Art of Hatmaking

Experience the Art of Millinery with Master Milliner Jenny Pfanenstiel

Step into the world of Jenny Pfanenstiel, where tradition meets craftsmanship. Each hat is meticulously handcrafted using century-old techniques and wooden hat blocks displayed throughout her workspace. Dedicated to preserving this 200+ year-old art, Jenny transforms what may seem like a simple accessory into a statement piece, one that sparks conversation and commemorates life’s most cherished moments. A hat is more than just fashion; it becomes a wearable journal of personal adventures.

The Process from Vision to Reality

Creating a hat takes anywhere from three days to three weeks, beginning with the time-honored technique of blocking, wetting and steaming the material to mold it over custom blocks. Sourcing only the finest materials from England, France, and Australia, Jenny ensures each hat is crafted with exceptional quality. She also treasures vintage millinery materials, incorporating Bakelite, antique hat pins, and buttons to add character and history to each piece. Once the material is shaped, smoothed, and secured, it undergoes a drying process before Jenny carefully cuts, hand-sews, and assembles the hat. A sweatband and wire are added for comfort and structure, ensuring a perfect fit.

Personalized Elegance

Every embellishment is handmade, from sculpted horsehair designs to delicate feather flowers, allowing for endless creativity and customization. Jenny works closely with clients to design hats for all genders, occasions, and seasons. The process begins with a head measurement, followed by selecting materials, colors, and shapes that best complement each individual’s style. The result? A one-of-a-kind hat that fits flawlessly and reflects your personality.

Jenny’s passion for millinery shines through in every creation, ensuring that each hat is crafted with care, precision, and love. Whether you're looking for a timeless classic or a bold statement piece, the experience of having a custom hat made just for you is one to be treasured.