( 7 Votes )

Written by Geneva Relf

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Interview with Laura Williamson for Le Loup-Garou

Geneva: What gives you your innovation in fashion & style? What gives you your the edge in fashion?

Le Loup-Garou: I think the greatest edge Le loup-garou has in a very saturated online retail market is its collection and presentation. Each seasonal collection is thoughtfully put together from several emerging designers, and intended to collectively communicate a feeling, an idea, an image... The photography is more fine art than it is technical or even fashion photography, and the layout of the site is very, very simple in order to draw attention to the apparel and the photography. All of this is intentionally designed to prioritize the designers, artists, and visitors. It's personal. It's not just about making a sale.

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Geneva: What was the motivation behind starting Le Loup-Garou?

Le Loup-Garou: I realized from running a small knitwear business that I really loved being an entrepreneur, and I really loved following emerging designers. The knit business was entrepreneurship on a very, very small scale. I wanted to take it further and really push myself to realize the idea for this shop, which has been floating around in my head for the past three or so years.

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Geneva: Le Loup-Garou is a name of sophistication, where did it come from?

Le Loup-Garou: It's french and translates to "werewolf." It's a beautiful way to communicate a grotesque idea. An attraction to this notion (the beautiful married to the grotesque) is something I've carried with me and romanticized for my entire life. For me, it is communicated well through this name, and I enjoy the fact that non-french-speaking visitors may or may not know what it means, because it doesn't matter.

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Geneva: Who is Le Loup-Garou, and what sets your fashion apart and makes it so inspiring?

Le Loup-Garou: Behind the great velvet curtain of Le Loup-garou is....just me. It's a labor of love. I've worked with a lot of talented and sweet designers who have been incredibly enthusiastic and accommodating. I've also been lucky enough to work with an amazing creative team for the first photo shoot. But it comes down to me in the end - I'm running the site, putting together the collections, packing and shipping the pieces, keeping the books, handling all inquiries...

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Geneva: Now Le Loup-Garou, when it comes to fashion what is the most important rule all need to remember?

Le Loup-Garou: I think the most important thing is to be brave, take chances, and be ready to wear some things that people don't 'get.' at the same time, to try not to wear anything that doesn't feel, down to its core, like it belongs on you. Does that make sense? The most 'successful' (if we can say that) sense of style is one that fits the individual perfectly. It doesn't have to be out there, or unexpected, or high fashion, or cost a lot of money, or any of these things. It just has to make sense and fit, both literally and creatively.

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Geneva: When it comes to trends what are your Do's and Don't that many seem to forget?

Le Loup-Garou: Trends are tough because they're so temporal, by definition. I feel like it is important to make peace with yourself about how you decide to approach them before looking at each individual trend. It's almost impossible to avoid all trends, and would you really want to? Are you really being true to yourself by unilaterally rejecting all trends? And is it even possible? I would answer no to all of these questions. I think, also, people often just aren't thinking about the fact that things turn into trends, or don't think about it until they become trends. Most of the things that you see or adopt are already trends or on their way to becoming trends. So to people who are very uptight about this sort of thing, I say let go. Just take a deep breath, let go of all of it, and wear what you want to wear, what you like to wear, and what feels right. Forget trends; it's a losing battle. The bottom line, though, with trends and with anything else, is that it's not so much what you do that matters, but the way that you do it.

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Geneva: Are you pro or anti-accessories?

Le Loup-Garou: I'm kind of a minimalist with accessories, but I particularly like things that tie around the neck: scarves, ties, bows, handkerchiefs. With accessories, it's important not to go overboard, which now reminds me of something, so I am going to let Coco Chanel answer this with two quotes:
"Always take one thing off before you leave the house."
and
"A woman who doesn't wear perfume has no future."
There you have it, folks.

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Geneva: Earlier you spoke about trends, what trend would you be overjoyed to NEVER see return?

Le Loup-Garou: This is hard to answer because of what I said earlier about trends and because of the fact that things come back around, particularly the things we hated most (I'm looking at you, drop-crotch pants). I will say that I'm sick of the anachronistic vintage mustache thing. I'll just say that right out. I'll go so far as to say I violently dislike it, and have since day one.

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Geneva: What is the next level you envision for Le Loup-Garou?

Le Loup-Garou: The next level for Le Loup-garou would be to grow the collection to double or triple what it is now. But I never want it to leave behind the personalized, labor of love type of vibe. That's what it is, that's what I always want it to be. Perhaps it will become successful some day, but successful only within that framework.

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Geneva: When it comes to innovative fashion, can you name your top ten designers of all time?

Le Loup-Garou: 'Big' designers include Ann Demeulemeester, Proenza Schouler, Miu Miu, Jil Sander, Marc Jacobs, Victor and Rolf. 'Little' designers include Jackson Johnston and Roe, Dear Creatures, Keller, Built by Wendy.

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Geneva: There are so many fashion icons in the limelight right now, who are your top picks?

Le Loup-Garou: I tend to go more bonkers over the regular people who happen to hit me right square in the chest with their style than over the big style icons. Right now I am in love with Tavi Gevinson of Style Rookie (http://www.thestylerookie.com/) and Zana Bayne of Garbage Dress (http://www.garbagedress.com/). And always, always Scott Schuman of the Sartorialist (http://thesartorialist.blogspot.com/). All three of them have inimitable and enduring taste and I'm not ashamed to say that I love fashion blogs!

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Geneva: What inspires you?

Le Loup-Garou: When I see someone do something that has never even occurred to me, I am completely inspired and awe-struck. Living in New York, I see this all the time and it can be either inspiring or personally frustrating, depending on my mood at the time.

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Geneva: What is it about fashion that is so powerful?

Le Loup-Garou: For me, ever since I can remember, I've protected myself with the clothing I put on, like psychic armor. I'll be honest: I can be a shy, nervous, and neurotic girl and I've always self-soothed with apparel - both the collecting of it and the wearing of it. It's also such an unending yet reinforcing pursuit. I will never completely communicate the story I carry with me in my head, but I can't imagine ever giving up trying.

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Geneva: Thank you so much for this opportunity, and is there anything you would like to say to your supporters before we go? Again don't forget to tell us where to find you and how to keep up with the latest.

Le Loup-Garou: Thanks so much, Geneva.

The shop can be found at leloup-garou.com.

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