When It Comes To Losing Your Spot In The Trendsetter’s Crowd, We All Are…
LOS ANGELES — When you think of the latest hotness in fashion, you might think of some of the most influential, but you might not be aware of a trendsetter in your midst.
For the past couple of years, there’s been a flurry of trendsetters on the runway: A model with a penchant for black, a fashion photographer with a knack for making men feel at home in a dress and an ad agency with a unique vision.
The newest trendsetts?
You name it, these guys have done it.
So when Lululemon founder and chief creative officer Shannon Lulunas spoke to Fashion Week attendees in January about her plans to launch her own clothing line, she was looking to find some inspiration and a new way to connect with the community she’d been serving for years.
Lulunasa, who’s in her early 30s, told us she’s a fashion designer in her late teens and is obsessed with fashion, but she’s never had the chance to see firsthand how it all works behind the scenes.
“I’m a very social person, I’m always looking for new opportunities to connect and be part of something new, something different,” she said.
“So when I saw this opportunity in fashion as a new opportunity to create something new and unique, I just knew that I wanted to take that opportunity.”
So what makes Luluna’s brand unique?
She’s never worked in the fashion industry before, but as the head of fashion design, she’s always been in charge of the whole line.
Luluunas said she always wanted to make a line for women and men and wanted to bring it all together, and her mission to do just that is a result of years of experience in the industry.
“My passion for fashion has been since I was a kid,” she explained.
“I was a little bit of a fashion geek and a big fan of the fashion world and when I was like, ‘I wanna make a fashion line,’ I didn’t know anything about fashion.”
When she first started looking for a project, Lululuunasa’s vision was to make something that could be a personal statement or something that’s not a traditional piece of clothing.
She wanted something that was wearable, but not something that would look like a suit.
To accomplish that, Luluunases team developed a series of unique pieces and tested them in various places, like with a runway show.
But it wasn’t until she visited an ad company in New York City that Luluns team decided to start experimenting with a line that would fit the fashion aesthetic she wanted to create.
“We didn’t want to go through the traditional runway show, we wanted to go to a new dimension,” she told us.
“And we ended up doing something that I think is really unique.
It’s really beautiful, it’s a very modern take on the fashion that I’ve been fascinated by.”
She even brought a designer to the studio to help design the lines, so she could get an idea of how it would look.
“It was really cool,” she laughed.
“It was the first time I ever did a runway look.
And it was really nice because she’s such a professional designer.”
And now, Luliunas’ line is the subject of a new documentary, “Fashion,” premiering this week at the Sundance Film Festival.
In it, the fashion designer reveals how she started working with the fashion label to create the line.
She’s working on a collection of clothes inspired by her mother’s wardrobe, which she says were all inspired by vintage clothing from her grandmother.
She explains that she wanted the line to be more about women than just a casual outfit.
“That’s what I was really trying to say with the line was, it was for people who were interested in a feminine style of dress, it wasn.
It wasn’t for the fashion geek in the back of your mind, it just wasn’t, so I wanted it to be for everyone.”
Luluna explained that while there are some elements of the line that are meant to be tailored, the focus is on fashion that is timeless.
She says the company has developed the collection in a way that has no buttons or pockets, making it something you can wear everywhere.
“You wear it everywhere you go,” she shared.
“But you can be casual and go out for dinner, you can go out and wear it for brunch, you go out with your friends and have a cocktail and it’s still just the same clothes.
So that’s really the goal.”
And in a time when so many women are still living the traditional family life, Lullunas thinks women can still embrace a little something more feminine, and maybe even dress up.
“If you can have a family where you feel like you can really have that experience with your family, it can be a really beautiful thing, it really can be something that