Having lived in Manchester for nearly four years now, I have become quite attached to it and, therefore, become irrationally excited when genuine emerging talents come from my adopted city. Founded in 2010 and based in Manchester, Loela is a womenswear label set up by fashion graduate Laura Baker that is set to go big places in 2014 and beyond.
When I first looked at Loela’s collection, I saw the aesthetic as the embodiment of Lolita in the 21st century. Rustic hand-made pieces are juxtaposed with futuristic woven prints, also done by hand, that create a look that successfully stays the right side of feminine and delicate. Styling long hems with clumpy boots, there is a country-girl vibe at work that is simple and earthy but at the same time incredibly stylish and covetable.
For such a young designer, Baker has created a line that is incredibly mature. In a world that is obsessed with fast fashion and trends that have the longevity of only a few months, she is proving that she is not a fad and that real style should be able to transcend each catwalk season. Producing unique pieces of quality with an inimitable Loela stamp, the line is affordable, cutting edge and deeply personal.