DP: What is your background in the Fashion Industry and how did you come about creating Flawless?
DP: What's the vibe of the brand and mission statement? Who is the Flawless customer?
AL: The whole concept of the Flawless brand was built on confidence, class, style and overall beauty, but it goes even deeper than that. Flawless isn't just about having a pretty face or a great body, it's about showcasing your individuality. Our mission is to say that a woman can be Flawless in her own way and our clothing tries to help convey that message. It's about being confident in who you are, bringing that sense of class and dignity into your life every day and most of all, being beautiful inside and out.
DP: How do you create each piece?
AL: I bring a lot of the old school traditions when creating our pieces. Each concept for the collection starts out with a pen and a piece of paper. I can envision the design and concept in my head, but then my
artist and graphic designer, Gina Capozza, makes those ideas come to life. We compliment each other very well. It's a lot of long days and nights in the studio perfecting each piece, but the end result is a feeling that is almost indescribable.
AL: I've drawn inspiration for Flawless from my family. My cousins Edward Pavlick and Helmut Lang, both of whom are award-winning designers, illustrated that style had no creative boundaries. Some designers can only dream to achieve what Helmut has done in the fashion world.
Our latest collection titled "I AM," gives women a chance to tell their own story and let their voices be heard. We did this a pretty simple way. Each hang tag that comes with our collection has the words "I AM" and then a space where the customer gets to fill in their message to the rest of the world. "Tag your Tag" is where the customer now takes a picture of themselves holding the hang tag with their message and tags us on Facebook. It's a very cool interactive way for our brand and customers to become one. You can also follow us on Twitter: @liveflawless.
DP: Advice for other ladies and men looking to start their own line or open a business?
AL: My advice to anyone looking to start their own brand is simply this: go for it! Never give up on yourself or your dreams so that they become someone's reality. Sure there's going to be sleepless nights and
having to learn many new things, but life is a challenge and you have to be ready for whatever comes your way. I always say that one of the hardest things in life is to get other people to believe in your ideas.
There is no greater satisfaction than seeing someone wearing your brand, something you created from scratch. That feeling will stay with me forever.
“Fashion is an expression and a reaction. It’s a reflection, and even a proposal, on the current situation of our society.” -Helmut Lang
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