Louis Verdad’s collection offers ladylike pieces that span the style spectrum.
In these uncertain times, Louis Verdad believes women want clothes that make them feel good about themselves.
"People have lost a lot of their identity," said the Los Angeles-based designer, whose eponymous line is shown in Scott Blair’s showroom in 2G29 at the International Apparel Mart in Dallas. "I wanted to do something that would be a reminder of the nice world we can go back to. It’s a time to feel pretty."
For Verdad, that means softer silhouettes with plenty of feminine touches: lace pants, velvet jackets, skirts and blouses with tiers and ruffles, lace and fur.
"The detailing is really original," said Connie Sigel, owner of Elements in Dallas, which has been carrying the line for two seasons. "It’s done excellent for us."
Verdad’s signature fabric is stretch wool pin stripe, but his fall line also included dresses, skirts and blouses made from stretch poplin, silk charmeuse, silk chiffon, wool crepe, cotton denim and leather in a rich color palette of chocolate, fuschia, charcoal, burgundy, teal and purple.
"It’s got a very vintage feel," said Vanessa Impicciatori, a saleswoman at Madison in West Hollywood, Calif., which recently began carrying the line. "That’s what people are looking for right now." The spring collection has a crisp nautical feel, with a lot of white denim and navy-and-white cotton stretch poplin pinstripes with lace detailing. Silhouettes include a white lambskin jacket with puffed sleeves lined in polkadot silk. One of Verdad’s favorite pieces is a white cotton denim pants suit with a bustier-cut jacket. The collection also includes gray stretch linen pants and jackets, floral silk crepe blouses with French lace and polyester mesh T-shirts. Spring deliveries start with white accented by creamy beige, egg yolk, powder blue, taupe and navy.
"For spring we’re going into a more coordinated collection," said Erin Dolan, owner of the Maison Ray showroom in Los Angeles, which represents him.
Verdad’s sportswear is targeted at women between the ages of 25 and 45. "Women who are classy yet trendy at the same time," Dolan said."It’s feminine with an edge," said Carl Dias, women’s buyer for Traffic boutiques in Los Angeles, which recently began selling Louis Verdad. "It’s not just another skirt or pair of trousers. There’s a raw edge or an exposed seam — some little detail that sets it apart and makes a woman pick it up and buy it."
Wholesale prices range from $45 for a T-shirt to $300 for a two-piece suede suit. Verdad’s line is in 60 specialty stores around the U.S., including Elements in Dallas and Flip Flop in Manhattan Beach, Calif. His line also has made it into stores in Mexico and South America.
The thirtysomething designer was born in Chicago and raised in Leon Guanajnato, Mexico. Growing up, he was influenced by the opulence and elegance of the society women in Mexico. He began his fashion career at the Art Institute of Chicago and the Ray Vogue College of Design. His inspirations were designers such as Oscar de la Renta, Yves
Saint Laurent and Scaasi.
Verdad started out as a cutter for Noriko, moving up to a design assistant and eventually a designer. He also worked for a number of different companies in Los Angeles, Chicago and Atlanta, designing everything from elegant evening wear to children’s clothes to styles for Wal-Mart. He ventured out on his own four years ago, initially doing custom goods for a handful of high-end boutiques in the Los Angeles area. Eighteen months ago, using money he had saved, he decided to expand and hired the Maison Ray showroom to represent him. His line debuted at the Los Angeles Market last year.
Within the first year, his volume grew to $500,000. From January through July, his business has grown 600 percent, Verdad said. He projects annual sales could reach $1 million by next year.
"I’m just a guy that decided to do beautiful clothes," Verdad said. "The right people started to pay attention."
Verdad now has five employees working in-house. He does all of his own patterns, but hopes to hire a pattern maker soon so he can dedicate more time to design. Down the road, he envisions opening an exclusive Louis Verdad boutique."I’m learning about the way the fashion industry works," he said.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews