![]() What do you love in your closet that’s vintage that everyone cares about? What do you want to make? What do you want to see? And that’s how that kind of started. It was like, OK, scratch that idea – you can’t really screw up here. I was doing everything on my own, I couldn’t really afford to make big volumes. And it’s not to say that if you create something and it doesn’t perform well on Instagram it’s not a great design, but you have to see if people care especially if you’re new and you’re boot strapping it financially. G: it’s interesting what you’re saying with Instagram because you can really get to know a customer and get feedback one-on-one.Ī: Exactly. And then the combination of dressing the it-girls of the world organically, never paid for which I am really proud of. Find those like-minded people on that platform to show them what we’re about, so that means literally going on Instagram liking people who we believe will want to purchase, those little nuances over time, over three years got us from zero to over 200k followings today. See if anyone wanted them and kind of test them out and grow the social media platform organically. Rather than trying to offer so many and being everywhere and everything it was like OK, let’s hone in and focus on five styles and make them amazing. The kind of formula we created that was successful was honing in on very few skus, very few really impactful, incredible designs. So to see all that hard work paying o is so incredible and I’m so thankful for the customers and everyone following along. It’s very truly incredible, when I started the brand it was all for love and design and being really motivated and focused. Lana: Well, I have to say it was all a surprise, having the attraction and the success that has come so fast for us has been a blessing. GRAZIA: As a young designer, it’s sometimes overwhelming in this industry right? How does it feel not only to achieve a major cut-through but also covetable cult status? In Hong Kong for the retailer’s trend summit, GRAZIA chats exclusively to the spirited designer about the cultivation of cult, season-less wearability and how a simple subway ride in Brooklyn can turn into Bella Hadid’s next wardrobe staple. It was a long-time in the making, but in 2018, “it just made sense”. For Johnson, that moment came last year with Orseund Iris’ arrival on Net-a-Porter. It’s what every designer dreams of, a kind of jackpot moment for any up-and-coming clothier to truly bestow their brand to the world. To reach the pot of gold at the end of the sartorial rainbow is to sell your wares on luxury e-tailer, Net-a-Porter. In her own words, now is “the time for the young designers and the less-is-more,” a time to slow down and savour beautifully considered and crafted fashion that speaks to its customer. Moved by a season-less aesthetic and vintage timelessness, her approach to design a streamlined sensibility that moves slowly. The founder of Orseund Iris – pronounced OAR – sünd EYE – riss – her label fast became the go-to garb for every pretty young thing, this kind of déshabillé dressing having such mass appeal it created a kind of fashionable genre unto itself: It-Girl dressing.īut Hadids and Jenners aside, Johnson is driven by something much greater. And for a generation who now predicates their wardrobe on these very women, to hold such names in your fashionable court is to have the winning hand.Ģ6-year-old, New York-born designer Lana Johnson has that hand. Emily Ratajkowski in just about everything. Bella Hadid in the Cropped Off-The-Shoulder Sweater. Kourtney Kardashian in the Workwear Jumpsuit. What followed was a succession of sartorial hits worn by an It-Girl elite money couldn’t buy (well it could, but it would be very, very expensive). Worn over big white tees and oversized shirts, it became a star both in fashion and celebrity circles, with almost every It-Girl pedalling its scant under-wiring. Cinched at the waist with inverted cups and structured boning, it was cut from a thick ribbed-knit in butter cream and ballet pink a modern, Uptown take on the very old-fashioned practise of corsetry. Net-a-Porter designer Orseund Iris burst onto the scene with a ribbed corset that left not much to the imagination.
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