Whatever Lola Wants
As a stylist and set costumer, it was Lola Elmo’s job to sweat the details of an ensemble. Her new boutique, named Whatever Lola Wants at 834 N. La Brea Ave. in Los Angeles, shines a spotlight on the fine details—lingerie and accessories—that make an outfit stand out.
“I love clothing and I love shopping, but there’s something about going into a store and there’s racks of clothes everywhere. I feel like it’s really overwhelming,” Elmo said. “I wanted a store where I could showcase all the items individually and make it like a gallery type of store, to really see every piece and give it the attention it deserves.”
Many of the young designer European lingerie, swimwear, jewelry, handbags and shoes, and accessories brands that Elmo stocks were discovered during her years traveling around the globe. Other brands were found more recently at the markets in Los Angeles and Europe.
With a stylist’s eye, Elmo chooses a range of items that are classically beautiful with a fashion edge, bold accessories that make a statement and out-of-theordinary brands. Displayed on clear acrylic shelves are chunky black glitter vegan shoes by Los Angeles–based Mink, oversize handbags by Kooba, lushleather satchels by Bulga, heels by French brand Le Mont St. Michel and driving gloves from Paris by Georges Morand. Jewelry by Helene Zubeldia and sunglasses by Linda Farrow Vintage lie in glass cases.
In the lingerie arena, Elmo steers clear of basic nude and seamless bras. “Since I started wearing a bra, I’ve matched my bra and underwear every day. I love having that ’set’ look,” said Elmo, who wanted to offer designer fashion lingerie at a taste level more refined than mass retailers such as Victoria’s Secret.
A $350 navy bustier by couture lingerie line Fifi Chachnil from Paris hangs on the same brass rack as sheer lacy bra and panties by Huit that sell for under $120 per set. Elmo plans to carry swimwear throughout the year by brands such as Syla by Sylvie Cachay and Milly Cabana. Slick pink floors and dark tufted walls were designed to create a “femme fatale” atmosphere. “I wanted people to come in and feel like it’s an experience.
It’s definitely a destination spot,” Elmo said. Whatever Lola Wants is located a fair distance away from like-minded specialty stores, and that was Elmo’s plan. “I didn’t want to blend in,” she said. —Rhea Cortado
