FWSD 2013 Designer Spotlight | Victrola

Posted on: April 1st, 2013 No Comments

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Website | www.victroladesigns.com

Facebook | VICTROLA

Twitter | @VICTROLAdesigns

Fashion Week San Diego is proud to introduce the edgy and fierce Lauren Cram, the designer behind VICTROLA. Based in St. Louis, Cram will bring the Spring/Summer 2014 collection of VICTROLA to Fashion Week San Diego 2013.

VICTROLA is for the young, confident, daring woman. This free-spirited woman is a trendsetter, who thinks outside the box and tends to stick out in a crowd. The VICTROLA woman is fearless.

Inspired by the idea of combining edginess and pure girlishness, the designer hopes to bring out the alter egos in women everywhere. With a strong understanding of a woman’s body and how it moves, Cram creates garments that are fiercely feminine and flattering.

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To me, fashion is wearable art. The construction of clothing and the beauty that textiles possess in and of themselves, is an art form. Fashion, like art, projects feelings and emotions onto passersby without saying anything at all to them. Clothes enable me to become anyone I want to be on any given day. Ultimately, fashion allows me to reinvent myself every morning when I ask myself, “Who do I want to be today”?

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Growing up, I never really liked having the same clothes that other kids did in school so naturally, shopping was a constant nightmare as I could never find anything that was really true to my personality. It was one evening when I was in middle school that I had had enough of looking like one of the sheep and decided to try to make a purse of my own. I haven’t looked back since. For me, pursuing a career in fashion was the only sensible choice to make. I have a sincere admiration for the construction of clothing, an appreciation for the way textiles are made, and a growing understanding of how to make the designs I dream up, profitable. To me, being a fashion designer is a righteous career path as you still get to have the imagination of a little kid.

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My ultimate dream is to see a girl walking down the street in my clothes. A confident, music loving, no holds barred kind of girl. That is the day when I know I’ll have done something right.

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Seeing the entire process of design to execution is my favorite part of being a designer. Being able to see an idea follow through from a sketch on a piece of paper to the moment the sketch is brought to life on the runway-well, it gets me a little teary eyed every time. During the finale walk through of a show and after months of hard work, seeing an entire collection of my thoughts is a pretty surreal feeling.

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VICTROLA’s philosophy is to Dress Fearlessly.VICTROLA is for the girl that isn’t afraid to stand out in the crowd. In fact, she prefers it.

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I am so excited to expand my brand outside of the Midwest! I’m really looking forward to meeting fresh faces and receiving new feedback. But, I’m also ready to show the coast that St. Louis, Missouri does know a thing or two about fashion.

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