Rachel Anne Rainwater
Describe your Immediate Fall/Winter Preview 2012 Collection.
The current Fall collection is a playful and edgy spin on the vintage 70s mod look. It is not complicated or overplayed but full of multifunction and ease. There is everything from 70s inspired bright color blocking in knit tops and dresses to classic A-line pea coats and faux fur jackets. The vintage inspired lace dresses and tops as well as the geometrical knits are all reminiscent of the mod look. The Fall collection is all about detail; whether it’s horn toggles, corduroy welt pockets and zipper closures, fur necklines, or lace up sleeves.
What is your “must-have” item this season?
The must-haves this season are the wubby knit bomber jacket, printed featherweight tops, geometric knit leggings, and the vegetarian fur bomber.
What do you think will draw retailers to your collection this season?
Retailers will be drawn to the quality of the garment for the price and the opportunity for a great margin. The look of ‘Lost for Her’ is everything that a girl wants to have in her closet but at a price she can afford.
If you could dress a celebrity who you feel fits your product image, who would it be and why?
If I could dress a celebrity, it would have to be Mary-Kate Olsen. She is exactly what I envision the Lost girl to be like – edgy but classic. She is a leader when it comes to fashion and puts her own spin on both new and old trends. She is an individual and doesn’t seem to care what people think.
What is your brand doing to address the growing importance of social media and how do you feel it will impact your business?
Our brand is doing a lot at the moment to address the growing importance of social media by having a Facebook page, Twitter account and an Instagram photo feed. I feel that social media is very important when it comes to connecting with our customers; I love inspiring people with the things that inspire me as I design. It is a fun way to keep people in the loop with what we are doing in a more personal way, which in turn helps to spread the word about the company.
What is your personal fashion philosophy?
My personal fashion philosophy is that fashion is a way to speak and communicate with the world without having to say one word. I love to be able to empower women with a strong, clear message of who they are through fashion.
What three items are essential to you during market week?
The three items that are essential to me during market week are a camera, a big bag and a cup of strong coffee.