New Resources Guide: Itsola
Lauren Fong’s contemporary label, Itsola, launched in 2007 and is a reflection of the designer’s feminine personal style. The company’s moniker sums up the brand: “It’s So L.A.” And that can be taken literally—as everything is produced in downtown Los Angeles within a four-block radius—as well as figuratively. Fusing her love of California fashion sensibility with Japanese style, Fong draws inspiration for the line from around the world. The results are unique prints, color blocking and a distinctly contemporary feel.
For the Fall 2009 season, Fong employed organic-cotton/spandex and cotton blends, as well as her signature silk chiffons, satins and rayon jersey in prints and solids. The color palette includes a range of grays, blue, olive and classic black. She says the inspiration for this new collection is ’70s sportswear, including elongated silhouettes such as tunics, as well as high-waist dresses that give the illusion of being separates. The collection has a variety of pieces that could transition from day to night, as well as cocktail-worthy frocks and tops that pair well with premium denim.
Top retailers include Planet Blue, Macy’s, Elle H and Pema Brooklyn. —Dena Smolek
Contact: www.itsola.com
Wholesale Price Points: $52–$110
