Your stripe bar message here.

Categories: Fashion, Uncategorized

NYT Syndicate
Two summers ago Lara Pia Arrobio was working as a designer for the clothing company Reformation when she was recruited by Zara, the fast-fashion behemoth, for a job at its headquarters in Spain.
“I got wasted with the HR girl after my interview,” Arrobio recalled recently.”She said, ‘You’re going to gain weight. All the American girls eat so much pan con tomate.'”
Arrobio embraced this possible destiny.

Recently split from a boyfriend, she envisioned falling in love with an attractive Spanish man and settling down in La Coruña, the port city where Zara is based. But first, she wanted to take advantage of being in Europe on someone else’s dime.
A friend, model and actress Emily Ratajkowski, joined her for an Eat, Pray, Love-style romp through Italy.

Ratajkowski had mentioned Arrobio’s plan to Raissa Gerona, the chief brand officer of Revolve, a company for which Ratajkowski modelled.
“It sounded crazy,” Gerona said. She followed Arrobio on Instagram and admired her unfussy style and real-talk captions (“I had a bad day, okay?” alongside a hamburger and fries). She asked Ratajkowski for the designer’s phone number.”I told Pia, ‘You’re great, you’re super-talented, I love what you stand for. If we can do a brand with you, I don’t want you to move to Spain.

A brand? Of clothing? But Arrobio couldn’t sew.
Gerona’s response:”‘It’s all good.

We have all those systems in place to incubate people like yourself so you can focus on what you can do. And what you can do is build a brand: have a vision of who your girl is, what she likes to do, what she likes to post about.

That’s what makes a brand now.'”
Within a month, Arrobio backed out of the Zara gig and signed a different set of papers.
So goes the origin story of LPA, a year-old clothing line that has been taken up with enthusiasm by many in Hollywood and beyond who are perhaps weary of the official fashion calendar’s incessant drumbeat, and its prices.

The clothes aren’t masterpieces of tailoring ” something Arrobio, 30, is the first to admit. With prices mostly in the two or three figures, her studded leather jackets and slinky slip dresses look not unlike what stuffs the racks at H&M and Forever 21.
But while corporate boardrooms the world over strive to reverse-engineer an aura of feminist independence for their brands, Arrobio’s is genuine.

And it has attracted a number of vocal, high-profile fans, including Lena Dunham, who may succumb to big designer names like Prada or Giambattista Valli for red-carpet appearances but wore a black halter neck LPA dress for a recent Hollywood Reporter cover.

“I wanted something that said, ‘I know and own my power,’ and LPA says that to me,” Dunham wrote in an email, adding that Arrobio”understands women’s bodies, the playful spirit of businesswomen now, and what makes us feel sexy and seen.”
Because of her technical deficiencies ””I can’t make a pattern to save my life,” Arrobio said ” she has a right-hand man, designer Tim Nguyen.
On a recent Monday, Nguyen, his hair in a floppy bun, came over to his boss with three swathes of floral-print polyester blend.”This one, I’m like, obsessed with,” he said, holding up a tan cloth patterned with hibiscus blossoms.
“That one is sweet,” said Arrobio, who sometimes paints patterns in watercolour.

Arrobio is but one in a growing number leveraging social networks to make fashion brands. Every few months, Iris Alonzo and Carolina Crespo, alumnae of American Apparel, ask people they admire ” model Adwoa Aboah, photographer Jean Pigozzi ” to describe one item that’s missing from their closet, then they make it for Everybody.

World, their made-in-Los Angeles line.
Self-described BFFs Natasha Oakley and Devin Brugman turned their joint Instagram account A Bikini a Day, which showcases exactly what its name describes, into swimwear and active wear lines beloved by their buddies on and off social media (they sometimes send Arrobio suits; she gives them feedback).
Runway presentations are not Arrobio’s thing.”It’s so much money, it’s a waste of my time,” she said.

“Once people see it on the runway, it’s old news.”
In its first year, LPA did approximately $5 million in sales, according to Revolve. By comparison, Zara’s annual sales, according to Forbes, were $17.2 billion.

Of course, revenue is an important goal.”It’s great to have feelings about what’s going to sell, but ultimately numbers don’t lie,” Gerona said.”Revolve is an incredibly data-driven company, and we train all of our designers and creative directors like this: ‘Here’s what really moved, here’s what some of the misses were.'”
LPA doesn’t advertise in Vogue or on television; the 93,000 followers of the brand’s Instagram account see images of women wearing LPA in the real world, sometimes eating pasta. For a coming magazine ad, Arrobio stifled an impulse to make a collage of model photos and instead drafted a page of text that read:”We want you to feel beautiful.

” She threw in one of her favourite expletives and LPA’s website address.
“The editor said, ‘We really want a photo,’ and I said, ‘Then don’t use it.'” She shrugged.

“I don’t think LPA will change anything for high fashion. Gucci, Dolce, Isabel Marant, they are entities. They aren’t going to go anywhere. But hopefully, people like me are paving the way to have this be the standard of what girls expect, which is depth and value.”.

Spread the Word, like or share this page, your friends will also love it and thanks for it.

Posted on Sep 6, 2017

Leave a Comment

Your email address will not be published. Required fields are marked by *.

You must be logged in to post a comment.

RSS Webhose

RSS Google+

  • 18.10.2017 03:10
    This is not your grandma's cross-stitch. These projects take the art form of stitching tiny X's with thread and turn it on its head. Giant pai...
  • 18.10.2017 03:04
    Bohemian-style living rooms scream cozy, comfy, and "come sit awhile." Characterized by lots of green plants, layers of color and pattern and ...
  • 18.10.2017 02:56
    Like the thought of Razer's Blade Stealth ultraportable, but wish it had a bit more oomph for multitasking? You're getting your wish. Razer ha...
  • 18.10.2017 02:51
    The Vitra Museum in Weil am Rhein, Germany opened 'An Eames Celebration' this fall, an extensive look into the work and lives of the iconic de...
  • 18.10.2017 02:44
    I have a lot of love for color in the kitchen — but with that said, colorful kitchens aren't for everyone. Plenty of modern homes have open kitchen...
  • 18.10.2017 02:39
    Some trends come and go, while others come, stay, and leaving us saying, "wait, why wasn't this always a thing?". With a simplicity and s...
  • 18.10.2017 02:22
    Love him or hate him, you can't deny that Drive and Neon Demon director Nicholas Winding Refn has an astute eye for style in his movies. He's ...
  • 18.10.2017 02:19
    Love him or hate him, you can't deny that Drive and Neon Demon director Nicholas Winding Refn has an astute eye for style in his movies. He's ...
  • 18.10.2017 02:14
    You can already use a Google Home speaker to control regular YouTube videos if you have a Chromecast device, but what about YouTube TV? You're set...
  • 14.10.2017 16:09
    Who doesn't love grabbing movie tickets from their mobile device before heading to the theater, skipping the long lines at the box office? No one, ...

RSS AbodeToday

  • In Need Of A Makeover? Read These Hot Fashion Tips! October 18, 2017
    How long has it been since you’ve been clothes shopping? Your wardrobe is probably dated if it has been a long time. Don’t let this discourage you, as the following article is packed with fashion tips that can update your wardrobe and give you a new look. When traveling, take clothes that are neutral so […]
  • Apple’s self-driving tech appears to be one fully-contained unit October 18, 2017
    Like so many companies, Apple has been working on its own version of self-driving technology. Last year, we learned that the company had moved away from designing its own vehicle, opting instead to develop a system that could be incorporated into exi… Gadget
  • Amazon and eBay accused of turning blind eye to VAT fraud October 18, 2017
    It’s not uncommon to see a headline vilifying a well-known tech company for their incredibly low tax contributions despite turnovers in the billions. The EU is famously taking Apple to task, but more often than not, these clockwork bouts of outrage a… Gadget
  • Google’s Pixel 2 is hiding an old-school menu button October 18, 2017
    Google has a bit of a throwback tucked away in the Pixel 2. Depending on the app, you can access the old-school Android menu button by tapping in the lower righthand corner of the screen, as spotted by Android Police. As you’ll see in the video embed… Gadget
  • 4 Things No One Warned Me About Before I Adopted a Dog October 18, 2017
    “Are you going to take it on walks? Are you going to have time for it? Can you afford it?” There were a lot of things my friends warned me about before I adopted the painfully adorable dog above (my mom also shared many of her concerns). But even with my friends’ advice and nearly […]
  • Kitchen Remodel Makeovers: 20 Great Before & After Transformations for Every Budget October 18, 2017
    We’ve featured tons of kitchen makeovers over the years, and they remain some of our favorite posts. These “Before & After” reveals are inspirational, provide tons of design ideas, and — of course — are good instant gratification. They also come in a range of budgets, constantly reminding us that change is within reach, no […]
  • No Regrets: How To Clean Out Your Closet & Feel Good About It Later October 18, 2017
    Is your closet overflowing with outdated sweaters and old jeans that require a month long juice cleanse to get into? Do you really want to clean out your closet and pull some metaphorical weeds that take the form of sherbet Gap polos and asymmetrical halter dresses, but feel like you can’t? READ MORE » therapy
  • Sting & Trudie Styler Just Sold Their NYC Penthouse for $50M October 18, 2017
    One multimillionaire will be moving into Sting’s lavish New York City penthouse at the end of this year, where every little thing is magic (or just, like, pretty cool). READ MORE » therapy
  • 5 Fashion Brands That Recently Joined the Home Decor Game (& Are Killing It) October 18, 2017
    Lately we’ve spotted an interesting trend: long-standing fashion brands getting into the home space. While brands like Missoni, Fendi, and Ralph Lauren have been in the game for a while, a new generation of fashion houses have begun dipping their toes in the waters of home decor. Here are five of the most notable. READ […]
  • Before & After: A Surprisingly Bold New Entryway on a Tiny Budget October 18, 2017
    Mila participated in a recent round of the One Room Challenge , but didn’t want to get overwhelmed by a major hard-core makeover. So, instead, she chose to redo the single wall just inside her entryway, which is also part of her living room. As is, the space was fine, but she was bored with […]