Lauren Bowles

The inspiration for my Final Collection for LOZ-i, named ‘Rags and Riches’, stems from my own ambitious nature. I found the root of my ambition during university and I aimed to really showcase this through my Graduate Collection. My Mother always talks of positive affirmation and ambition, and I vaguely remember her telling me when leaving for university “Go Get it, Girl!” These words of female positivity inspire my first collection for LOZ-i. I channel my upbringing by embracing both my urban and rural living, blurring the line of the cottage and commute through design, but particularly through my unique pixelated floral motif, used throughout both print and embroidery. ‘Rags and Riches’ aims to showcase these messages of ambition and female empowerment but also empower the consumer by feeding their ambition and allowing them to embrace their liberty.  Originating from my own ambitions, this project captures my ambition.

It is all about the driven hardworking urban women who are still trying to keep their DNA very much a part of them. And through this collection, I aim to allow her to embrace her liberty and feed her ambition.

The Two Core influences of my concept were Work attire such as Shirting and Durable Performance Driven wear such as Denim. But also, the day and night dresses of Edwardian Women. The Voluminous Dresses are representative of the euphoric freedom of the wearer, allowing her to be free to do whatever she aspires to. I merged the informal and formal to produce ‘Rags and Riches’ a super femme contemporary collection.

‘Rags and Riches’ is a SS/22 collection. To produce this collection, I undertook extensive market research and trend research suited to the 2022 consumer. My consumer-focussed research found that It is younger millennials, ‘ZENNIAL’S’, who are more likely to invest in higher-priced items with higher price tags and are more conscious about how environmentally friendly a retailer is when purchasing. This research was key to the development of my brand but also its target consumer. On the topic of sustainability, LOZ-i’s product range is consistent with its quality. LOZ-i’s products are designed to be treasurable quality items. Sustainability was also a big part of my Final Major Project. I independently sourced and liaised with European Fabric Retailers to source suitable fabrics for my final sample garments. The Liberty Dress is almost completely sustainable and the Pansy Trench is made with the utmost quality fabrics and embroidery. The embroidery was stitched locally in London at the London Embroidery Studio. My two final outfits were also sampled locally in collaboration with a Luxury London Based Manufacturer, The London Sewing Services. 

I hope this collection can allow you, the viewer, to engage with your freedom and ambition.

Website – www.loz-i.co.uk

Instagram – @laurenbowlesdesign & @lozi.uk