Fans of Nili Lotan know the designer’s core design principles never change. Since she struck out on her own in 2003, Lotan has incorporated the 1970s; rockstars like Mick Jagger, Jimi Hendrix, and Keith Richards; the military; and Western-tinged Americana (learned from her former employer, Ralph Lauren) into her offerings, with varying degrees of influence depending on her whims. “It’s very intuitive, this whole thing,” she said of her process. “I’m very tuned into what I feel and what I want.”
This season, she wanted overdyed camouflage print and sturdy olive green anoraks, which live alongside boyish rugby shirts, tailored blazers, and stone-washed denim in a variety of silhouettes. Lotan also doubled down on the Hendrix-esque embellished military jacket, which she offered in muted tones for spring. This season, she presented a navy jacket with gold embellishments, a more outré interpretation that aligns with current trends and a way to compete with the brands hopping aboard the recent trend. “Okay, let me show them I can do it,” she said. “So I did another one.”
Lotan’s consistent inspirations mean that the majority of her pieces are already in her repertoire. This season, she introduced ultra-wide-legged jeans. Elsewhere, a cropped plaid blazer with a single-button closure, and a slim-fitting black jacket with a nipped-in waist. The variations on a theme are a key to her success. “Every season I come up with the next two blazers,” she said. “So if you thought you have a black blazer—guess what—you never have too many black blazers.”
Still, despite her if it ain’t broke model, Lotan is finding new ways to expand her business. This year, she launched a line of sleek, neutral bags and printed silk scarves, both of which she described as a smashing success. (The bags, in particular, were a hit.) Be it her staples or her new ventures, it’s clear that Lotan knows how to keep her customers coming back. And indeed they do: “Somewhere between 70 to 80% [of my business] is my return clients,” she said.
#Nili #Lotan #PreFall #Collection
