Designer Spotlight – Basically Me

Sonia Roldan


Booth: 837


Describe your Immediate Spring/Summer Preview 2013 Collection.

The 2013 Spring/Summer Preview collection is feminine and flowy with a hint of edge.

What is one “must-have” item from this collection?

A “must-have” is our best-selling oversized top in a fresh new ivory color. It’s flowy and comfortable, yet has a hint of sexiness when worn off the shoulder.

How do you go about deciding which trends are important for the season?

In addition to Basically Me, I have a buying office in Los Angeles so I am lucky to have clients throughout the country telling me what their customers want. However, the short answer is: I listen.

What is your brand doing to address the growing importance of social media and how do you feel it will impact your business?

Social media is here to stay. As a business owner, I think it’s a wonderful tool to connect directly with our customer. Not only do our Facebook, Twitter and Pinterest accounts allow us to interact with our wholesale clients, they also attract the retail customer so that we are all in one place exchanging likes, tweets and pins.

If you could dress a celebrity who you feel fits your product image, who would it be and why?

Nicole Richie because she doesn’t let fashion define her, but rather she defines her fashion. She’s so fearless and confident with her style. She dresses like I design; I like to design clothing that can be worn in many different ways to reflect the many moods and desires of today’s fashion conscious woman.

What is your personal fashion philosophy?

Never be defined by a look or trend. What I wear is a reflection of me and if I’m evolving then my style should too.

What three items are essential to you during market week?

A great pillow, coffee and band-aids so I can wear my high heels for an entire show.