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Brand Spotlight

Brand Spotlight: Lora Gene

. 3 min read . Written by By Rotation
Brand Spotlight: Lora Gene

Lora Gene is a certified B corp sustainable lifestyle brand we are excited to welcome to the app! We spoke to the founder of the eponymous brand about what inspired her to start and ups and downs of running her business.

Opening image: Abi Omole wears the blue slip dress, available to rent from £4

First thing you do in the morning?
Having a big cup of coffee, I admit, I’m addicted.

What inspired you to start Lora Gene?
I think at the beginning, my inspiration was related to different things than it is now. I was looking for a simple, timeless and well-done collection with intricate details and I was also searching for quality that doesn’t cost the earth. I really wanted to create good quality pieces with timeless elegance which were fading away from the fashion scene. I felt the industry was missing something special that sat between designer luxury items and basics.

However, now I’m more inspired by proving that good clothes are clothes that are made well and benefit the whole supply chain rather than just the ego of the designer. I think we are desperately missing ethical clothing that is functional and comfortable but balances fashion, style and trends.

I’m also truly inspired by creating designs that make all women feel good, regardless of age, size and race. I design with the female form, in all its glorious shapes and sizes, in mind, which is why our collection ranges from size 6-28. I also make sure that custom sizes are always available on request.

Abi Omole wearing the green slip dress, rent it from £4

Coolest thing that's happened since starting your business?
Perhaps being called a disruptor by The Independent. I do feel we need to disrupt the industry from every angle possible. Fashion just needs more altruism than egocentric views.

Biggest challenge since starting?
Staying afloat really. There is a quote that is often used by economists: ‘’A rising tide lifts all boats’’, meaning when the economy is doing well, we are doing well. However, unfortunately not the truth in practice, it’s just another way of justifying trickle-down economy with a hallmark card. We need to carefully choose the boats we are lifting. This is particularly true when it comes to fashion and the damage fast fashion does to the environment, industry and smaller brands. And what By Rotation is doing is great in my opinion because it helps smaller companies get more eyes on their products.

Lora Gene and Aja Barber, who collaborated on a collection.

Best business advice you've ever received?
In business, you shouldn’t rush because success is a function of persistence and dodginess. Spend a minute more on something that most people would usually drop in 10 seconds.

Favourite item in your closet?
Wide leg pants, in all colours and materials. The comfiest most stylish item you could wear.

Abi Omole wearing the pink slip dress, available to rent from £4

Must follow Instagram accounts?
Oh, that’s a hard one for me. I’m really not a great follower.

Obviously, my partner and good friend @AjaBarber because she shares the light and that’s something, we all need to start doing now. I love @GinaMartin, she speaks to my heart and often I find my thoughts relating to something she posts. I love @Marielle.Elizabeth and her take on body positivity. I love smaller accounts that are much more business-oriented, so I think those 3 are very good to start with.

Rent Lora Gene on the app.