In March 2016 I decided to launch a longterm campaign called #ALCMyWay which features modern and respected style icons while celebrating their one of a kind take on styling the classic clutches and handbags from our line.
THE ENERGY OF THE SERIES AND WHAT IT REPRESENTS
I am passionate about the deeper layers of style. I wanted to create a campaign that reflects that. I am a spiritual creative and I honestly think it completely undermines God's creativity when we all end up looking the same. SO even though we may be attracted to the same pieces, I love to celebrate the art of styling them differently than our counterparts. Our style is one of the few things we can attempt to control, so the "how" and "why" we style things the way we do speaks a lot to the deeper layers of the woman.
THE DEEPER INSPIRATIONS + PURPOSE BEHIND WHAT I DO
The philosophy of my line is rooted in beauty, individuality, and the resulting stories that style statement pieces can create when expressing that. I love it when handbags are passed down fro mother to daughter. I love when I can pull out a scarf and remember my mother doing the same as I watched her dress when I was a child. I love when a woman can pull out a piece of clothing and remember what happened while she wore it. While some may see fashion as superficial, I believe it plays such a memorable roll in the backdrop of our lives and memories. Seeing the deeper meaning attached to a woman's style choices makes my heart happy. Hearing why someone chooses to put what they put in the bag, how they feel when they wear a bag they feel confident about, or even how the bag influenced their outfit choice . . . I'm just fascinated by that. Those are the things I think about when making the bags. I care about the woman who the bag will eventually belong to.
WHY I FOCUS ON LIMITED EDITIONS + HOW THAT INSPIRED THE CAMPAIGN
One of the reasons I started in design was because I didn't like seeing the same outfits everywhere I went. I loved having things that were different. Most of my bags are limited editions because I like to keep things interesting. I believe that how the bags are made are part of the overall story of the piece. i want them to feel like a treasure to the women who invest in them. Our silhouettes are classic which makes them timeless. Changing out colors and textures on timeless silhouettes gives the styles new life. It also allows me to frequently add in new designs based on inspiration from my travels and life in general.