“I was acutely aware of how clothes felt on my body from a young age,” Louisa Ballou tells Vogue of her earliest fashion memories. “I was sensitive to seams, tags, and anything ill-fitting – that’s why, subconsciously, I’ve always wanted to create pieces that make you feel enveloped in liquid fabric.” Fast forward to now, and the Central Saint Martins graduate has taken the internet by storm, with famous fans like Bella Hadid, Dua Lipa, and Kendall Jenner fawning over her sexy, body-conscious resort wear since its launch in 2019.
Despite her meteoric rise – the brand is stocked globally at retailers like Ssense, Matches Fashion, and Mytheresa – Louisa never set out to win over international It-girls. “It was a happy accident, and one that I am grateful for, but I don’t want influencers to define the brand,” says the designer. When asked who she’s loved seeing wear her designs, she says, “Rebecca Dayan wearing the Heatwave dress at Art Basel was incredible. I am a fan of her work and her unique personal style – it’s so exciting seeing artists I admire wear our clothes.”
The spring/summer 2022 collection – titled “Odyssey” – is an ode to the sea and sky. Ballou took inspiration from American sculptor John Chamberlain’s motion distorted panoramic photographs, British artist Tom Hammick’s saturated, otherworldly landscapes, and the deep tones that are a recurring theme in revered director Stanley Kubrick’s films. More broadly, the palette was informed by the vastness of space. “Each collection is grounded in research from the fields of art, music, design, and literature that draw inspiration from both the body and nature,” explains Ballou. “The deep sea blues, as well as the bright pinks and oranges are the focal points for this collection’s prints.”
Ballou hopes to expand her brand beyond traditional resort wear in the future. “Our sights are set on expanding into unexpected categories and growing our community by working with dynamic collaborators,” she says enthusiastically. “Beyond that, our strategy will always be about sustaining steady growth and ensuring longevity beyond the hype, to forge a sustainable brand that has a positive impact and inspires emotion.”
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Originally posted from “VOGUE UK” by Alex Kessler
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