Lauren Alexander and April Leight met round and about in the Hollywood scene. Two and a half years later their clothes are all over that same scene.
April and Lauren
THE NEW STUFF
The LnA Spring and Summer collection is all about colors and brightness. Actually, LnA is always about just that. “We get our inspiration from just being out and about, and the general LA lifestyle” says the designers who can see a distinct difference between LA and NYC style. ”There are different mentalities, in LA it’s
more laid back so people dress more relaxed, and always bright colors! Where as in New York people tend to dress more conservative, in black and grey. People dress up more.” Except for keeping it colorful Lauren and April this season, as every season. They stay true to their original concept of always keeping it basic, but add a twist to it. “Basics with an edge, that’s what we are, and every season we just find a way to reinvent that.” The edge right now would be the recurring zipper. Yes, you might have seen it before, but LnA were actually the first to launch zipped leggings. “It’s very annoying when people copy us, so we try to think that it’s a good thing, that we’re trendsetters.”
THE VISION
LnA has been a brand for almost two and a half years and even though the two ladies started out with a good idea in April’s house, packing and shipping orders with their own hands, the big plans were always there. They knew they were on to something good when they met through a friend and discovered they both were dreaming about creating a t-shirt collection. “Things change and you learn a lot along the way, but with the Fall ’09 collection we feel you really get a sense of what LnA truly is, it’s totally April and Laure.” And now, with customers like Madonna, Brad Pitt, Kate Moss, Gwen Stefani, the Olsen twins, Keira Knightley amongst others, do we have to say they’re not packing orders? “To see somebody wearing your design in a magazine or even on the street is definitely the best”.
THE BOYFRIENDS
April and Lauren unanimously agree that men’s wear always seems to fit better than women’s, a fact they established pretty quick: ”Actually we were both wearing men’s shirts when we first met.” The mutual feelings on male clothing even led to an entire collection called The Boyfriend Collection. “Men’s clothes on women are just so sexy and hot. A pencil skirt with an oversize shirt, that’s just so our style”. And no, the boyfriends didn’t mind.
THE HOLLYWOOD HORDE
With the two of them living and meeting in Hollywood, of course having celebrities wearing their design was part of the marketing plan, “It’s a great brand recognition for us, people look up to them for their style”
says the designers, who knew a handful of celebrities before they started their collection. After that, they managed to put LnA on all the A-listers, and got them coming back for more! “They love LnA, because
they’re just the perfect basics. Things you live in”.
