Tweaking L.A.'s Fashion Stereotypes
From her perch in the middle of Melrose Heights, one of Los Angeles’ most dynamic shopping districts, Jade Lai is taking a stand against the stereotypes of California fashion.
“Everyone thinks Los Angeles women like to wear skimpy clothes,” Lai said at her boutique, Creatures of Comfort, which she opened on Aug. 11. Instead, the 26-year-old first-time retailer prefers to play the contrarian with the clothes she buys for her boutique. “They’re unusual. They’re not trendy. They’re not in style, but they will never go out of style.”
Her customers gave her vision a vote of confidence with the top-selling item at Creatures of Comfort: hoodies manufactured by London-based label Michelle Lowe-Holder. The skin-covering white sweater is emblazoned with a giant botanical drawing of a flower. The label screen-prints either roses or chrysanthemums on the hoodies, then dabs paint on them so each hoodie can lay a claim to being one of a kind. Each is $100.
Michelle Lowe-Holder may turn into an equal-opportunity clothier too. Lai said the hoodie fans include the men who drop by her boutique.
But don’t expect Lai to change course—she’ll stick with New York– and London-based art-inspired labels, and for Spring 2006, she’ll start selling some men’s clothes. She also makes space for Los Angeles designers such as Grey Ant and Madley in her quest to sell clothes that are sexy but not too revealing. —Andrew Asch
