Interviews
A Feminine Wave – For Love and Lemons
Jemima Hunter
June 15, 2021
Founders of For Love and Lemons, a boutique floral and pastel clothing store, Laura Hall and Gillian Rose Kern, establish femininity and originality with their new summer collection ‘Ready-to-Wear.’
Rose Kern and Hall, both grew up in Wyoming together, which formed a long-life friendship and a journey into the working world as a pair. Their first joint enterprise was a lemonade stand at the age of eleven that they dedicated every weekend to ‘it was thrilling to both of us when we started to sell things that we created on our own. We always had this mentality together.’
The entrepreneurs always had an inkling that fashion was their calling. Rose Kern used to create an extensive amount of clothes for her younger sister when she received a sewing machine as a gift, and Hall began to distress her own jeans on a brick wall to jazz up her outfit.
Following on from an Internship in Australia, Rose Kern and Hall moved back to America to follow their dreams of starting a business together. Whilst waitressing in the US, the pair began sketching designs, producing experimental clothing and creating a business plan. Their designs soon got attention from other employees, and they ended up hosting a fashion show in the bar they worked at. After some images were revealed on the internet, brands and showrooms started to reach out to the two.
The brand began, after months of saving and preparation, with an idea to make their designs feminine and cherubic. ‘We love getting vintage pieces and deconstructing them and using some of those techniques on the outside of garments. Sometimes the inner parts of that garment are prettier than the outside!’
With the use of social media platforms and word of mouth, the founders have been building a following of up to 3.2 million and had a big step into the industry when collaborating with Victoria Secret two years ago. With new season collections in store and sketches for unique designs underway, the pair are always searching for their new staple.
‘Your day to day is never going to be the same and be open to that.’
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