Fashion love magazine5/19/2023 Then there's the whole marketing side… so I would very much advise anyone who wants to start their own fashion label to learn as much as they can beforehand. It’s not just about designing pretty clothing you also need to understand fabric and trim prices and what that can do for a garment, sampling, production, retail margins, wholesale margins, shipping and delivery timing, staff, rents and so much more. But after a few collections stores wanted more categories, wanted us to design for more seasons and as we grew things got more complicated. To begin with it was easy because we were new and had a good story and designed pieces everyone wanted to wear and stores wanted to purchase the brand. When we started our Little Joe Woman brand I had no idea of what goes into making a brand work and be successful. I also love working in fashion and designing clothing that can make women feel beautiful and confident about themselves but it can be very exhausting when I have so much to do and wish there were 8 days in a week. I LOVE what I do and owning a business with my husband who lucky for me is also my business partner. We made an appointment with Mrs Burstein who knew of me from walking the fashion runways, she bought the whole collection and our business started from there. My husband Joe Coffey who is the Co founder and CEO of our Little Joe Woman brand and I booked our first buying appointment with Browns Boutique on South Molton Street in London. I started with six silk slip dresses and six silk camisoles and six colours. They were easy to pack, were perfect with that inner-wear as outer-wear look that was just starting to happen, they made me feel good to either sleep in or wear out, they could very easily be layered and worked well with other items in my wardrobe. In 2013, after decades of being labeled a 'pornographic magazine,' Lui relaunched as a high-end fashion magazine. Pieces I needed for myself and couldn’t seem to find in stores at the time and worked with my hectic modelling travel schedule. My first designs were very simple slip dresses and camisoles. I’d walked the international runways in Paris, Milan, London and New York season upon season for every major designer you can name - Karl Largerfeld, Chanel, Azzedine Alaia, Calvin Klein, Ralph Lauren, Marc Jacobs, Valentino, Gianni Versace, Armani, Chloe and John Galliano to name a few and shot for all the prestigious international fashion magazines - Vogue, Harpers Bazaar, Elle, Marie-Claire and others. Having worked with all the major fashion designers, photographers, magazine editors, stylists, models, hair stylists and makeup artists as a model for so many years, I began to feel the need to express my learnings, fashion thoughts and feelings creatively. From a young age at around thirteen years old, I remember saving my pocket money and loving to go into Chelsea Girl in London to buy my clothing. I was extremely fortunate to enjoy a very successful 24 year career as a model in the late 80s and 90s in which I developed an enormous interest in fashion and became to appreciate quality, luxury and the power of how beautiful clothing make a woman feel.
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