What can be said about fashion in the 21st century? Like any other industry, it has been established for a long time. Modern designers are trying to find the dark corners of the fashion world and highlight them with their original vision. Often, this vision is influenced by the designer’s homeland. Lauren Gabrielson, a native of Brooklyn, has managed to catch her fashion wave. What is special about her vision and about her as a person? Read more at brooklynka.
The beginning of the journey
Lauren studied design at a local college. Right after graduation, she managed to be employed as a junior designer. However, she didn’t like that she did not participate in the production process. She had to work only with a computer in an office. Lauren wanted to see all stages of clothing creation, from sketch to runway. Working far from fabrics, trimmings and sewing machines had a negative impact on her inspiration. So, she decided to start her own business when she was just 21 and work there in a way that was comfortable for her.
Lauren has always seen how multitasking women are. They can be a mother, cool professional and partner all at once. They needed clothing that could be suitable for all of this. She drew inspiration from life situations, her position in life and the women she knew.
The first taste of fashion and style she picked up from her older sister, who became a nurse.
Native Brooklyn
Lauren Gabrielson was born in Brooklyn. It was here that she spent her childhood and raised her two children. When she hit upon the idea of creating her own brand, she didn’t think for long about where to set everything up. She opened her workshop in Williamsburg.
The choice of location was influenced not only by her love for Brooklyn but also by her ideology. Gabrielson believes that it is important to use local resources to develop a business. Therefore, she didn’t spend much time searching for a workshop space throughout the city. By picking Williamsburg, she not only made her life easier but also prompted the growth of the neighborhood.
The brand’s ideology was simple. Lauren wanted to create comfortable yet feminine clothing. The LG brand’s philosophy was to understand women’s needs. At the same time, she did not want women to spend time searching for various wardrobe items from different brands. Thus, the assortment includes a sparkling dress, a jacket for horseback riding, children’s clothing, sportswear and maternity clothes.
Lauren created a separate line of clothing and bomber jackets in the “mom and me” style. She has a daughter, and this collection embodies her vision of motherhood and the feelings associated with it.
Life in crisis
The encounter with the COVID-19 epidemic did not go unnoticed for New York. Thousands of people completely or partially lost their income. As a result, many, including Lauren, saw their earnings decline. To avoid hardship and prevent her business from failing, she devised a way to adapt to the new realities. Lauren began sewing protective masks.
The LG brand started producing cotton masks for doctors and medical personnel. The cotton masks were just as useful as standard medical masks, as they also protected the mouth and nose from bacteria. The important thing was that the masks needed to be changed frequently to remain effective. Therefore, a large quantity was required.
Lauren was involved in both management and the actual creation of masks. They had two seamstresses, but Lauren and her husband helped them, which reduced costs. After all, hiring a seamstress for a day cost $200. They came to the Williamsburg office in shifts to minimize the risk of infection. Another seamstress worked from home. This way, they could work while staying safe. The epidemic caused not only a medical crisis but also an economic one. Lauren managed to keep the brand going and continue sharing her vision with the world.