Hold onto your Dior Saddle Bags, stop what you’re doing and set the countdown clock to 11th February because influencer Lorna Luxe is about to land her first ever collection. Lorna Luxe x In The Style promises to be a momentous day in the fash calendar as the Instagram-ista touches down with her highly anticipated range which she has been previewing on Stories over the last month. I’ve known Lorna for a solid 4 years (where has the time gone) – in fact you can read an interview with her from 2015 HERE which goes into detail about her brand. Since then, I have seen her trajectory go from great to stellar in the last few years. I am so proud of her for all her achievements and delighted that the queen of effortless chic has finally designed a collection for her followers.
In this exclusive interview you’ll find out how to get your hands on the collaboration, key info including how many pieces there are and how much it will cost, how the collaboration came about with In The Style founder Adam Frisby, why the collection was shot on the beautiful streets of Portugal AND most importantly, the one piece that is Lorna’s favourite. Thank you to Lorna Luxe as always for your time to take part in these interviews, this blog would not exist without you!
NakedPRGirl: Congratulations on designing your first line, what can we expect from the Lorna Luxe x In The Style collection? And how many styles will there be for us to lust after?
Lorna Luxe: I began moodboarding this collection back last September so it’s heavily influenced by European summer holidays gone by… there’s a beautiful Porcelain print which drove our decision to shoot the collection in Lisbon and silhouette wise there’s a heavy 80’s influence with puff sleeves, synched waists and power suiting all over the shop… 40 pieces in total. I’m a child of the 80’s so I think somewhere in the creative process I imagined being that seven year old girl playing dress up in mum’s closet.
NakedPRGirl: You filmed and shot the collection in Lisbon, was this an important place for you?
Lorna Luxe: Absolutely. It was vital for me that the surroundings reflected the collection and told the story. Lisbon is a visual feast of colours with the terracotta tile rooftops and blue beautiful tiled architecture. Off-duty we made the most of their foodie culture it’s an incredible city I will be back.
NakedPRGirl: How did you meet In The Style founder Adam Frisby? What’s he been like to to work with and did you bond over your Manchester roots?
Lorna Luxe: Adam’s reputation preceeds him so when the In The Style opportunity was presented to me I had no hesitation. My first meeting with Adam was in Manchester which I’d expected would be an informal chat – in fact he came armed with an eight page intricately researched document about my brand and how it would align with the In The Style consumer. He takes his business very seriously and he’s passionate about the customer experience which if I’m honest I am too. He’s incredibly positive and not afraid to get stuck in- a very inspiring experience.
NakedPRGirl: Was it an easy decision to collaborate with In The Style? What makes them the perfect brand for you?
Lorna Luxe: I think with any big collaboration like this you have a huge feeling of excitement coupled with an enormous fear that you won’t deliver or live up to expectation – least that’s my default position. What has been incredible about this collaboration not least the investment made in developing my line, but just how much freedom I’ve been given to really tell a story and share my personal style.
One of the core values of In The Style is that of empowering woman and that has been my experience of Adam and the team throughout.
NakedPRGirl: When did you start to design it and what was the process with the In The Style team? How long did it take from start to finish (how fast is fast fashion?)
Lorna Luxe: Not as fast as you’d think. Adam’s design team (who are hugely talented) countered my moodboard ideas with runway trends that meshed with my own. They encouraged my decision making throughout and this was truly collaborative in terms of the fabrics and details we decided upon…. the conversations run into the thousands where adjustments and alterations were made. As Adam will atest, the collection had to be perfect in my eyes regardless of the time taken to get there. We got there!
NakedPRGirl: Did you have a muse for this collection?
Lorna Luxe: I didn’t. But I did want a collection filled with pieces that made whoever wears them to feel fabulous and maybe just a little bit sexier.
NakedPRGirl: What is the favourite piece in the collection (I know – JUST one – I am so cruel!)
Lorna Luxe: The ‘Don’t Speak’ polka dot mini-dress because that’s Mr. Luxe’s fave.
NakedPRGirl: What does Mr Luxe think of the collection?
Lorna Luxe: He’s incredibly proud and I think impressed that ITS have permitted me to remain true to myself in designing a line for such a well respected brand.
NakedPRGirl: I spotted you have aimed to curate a collection with shapes you swear by and pieces that were affordable – how much are we talking?
Lorna Luxe: Yes absolutely- the range starts at £12 all the way up to £60 but crucially the majority of pieces straddle the £30 mark which if I’m honest as a consumer is a price-point I’m most comfortable with.
NakedPRGirl: You’re following in some very well heeled footsteps. In The Style has also had successful collaborations with Love Island’s Dani Dyer and influencer Sarah Ashcroft, how do you feel about joining them?
Lorna Luxe: Privileged. These women are hugely successful, power houses even.. I’m so so fortunate to be joining forces with a brand that has so many iconic ambassadors.
NakedPRGirl: I always say you’re a master marketer and I loved how you teased the first mention of the collaboration on New Year plus you’ve used Instagram stories effortlessly to preview the collection without giving the whole thing away… is this a conscious approach or are you just in sync with what your followers want?
Lorna Luxe: Instagram Stories is fluid for me… I don’t plan too far ahead but I do answer every dm that slides in so i’m fairly in sync with what my followers want. I’m a story teller at heart, it’s what I enjoy most so I find sharing stories very addictive. Sharing the lead up to the launch on there has been so well received I’m chuffed to bits.
NakedPRGirl: When I interviewed you back in 2015, I asked you where you would be in ten years time and you said: ‘Clutching a croc Birkin, sipping a slow gin cocktail, shading under a palm tree in the sea breeze…Career wise I have to carve out something that makes or at least doesn’t hinder that happening.’ Is this still the plan or have side stepped onto a Victoria Beckham style career path to become a designer instead?
Lorna Luxe: No my goal remains the same although in hindsight I’d probably want a rosé chaser after that sloe gin.
NakedPRGirl: Will there be a follow up collection? If so, any sneak previews on what to expect?
Lorna Luxe: I think my followers will decide that.
For a more in-depth look at everything about Lorna’s business and how she grew her amazing brand, don’t forget to take a look at my interview with Instagram star Lorna Luxe in 2015 HERE.