Lindsay Luv is jumping from the turntables to the L.A. fashion scene.
The celebrity DJ’s move from New York to the active Southern California lifestyle in 2010 inspired her new capsule collection with Zobha. Launching this holiday as a reflection of Luv’s rocker style, the collection is a monochromatic canvas adorned by a pop of rose gold, her signature color that accents the headphones she always wears behind the decks. She incorporated her love of music by adding loops and pockets to the clothing, allowing for easy access to iPods and headphones. She aimed to create activewear that made women look slim and put together both during and after a workout.
“The collection is feminine and strong,” Luv said, “for a badass girl who could rock it from a boxing gym to a hike to a lunch date.”
Because it is a limited run, the nine-piece collection is about 20 percent more expensive than Zobha’s main line, with items retailing from $55 for mesh overlay sports bras to $180 for reversible jackets with rose gold zippers.
Zobha is scheduling meetings with department and specialty stores, including Bloomingdale’s, Saks Fifth Avenue and a soon-to-open fitness chain called Chelsea Collective, to find a retail home for the collection. It is also targeting high-end studios such as Equinox and SoulCycle.
The clothes are made for women who go “from runway to gym,” said Jennifer Vathanadireg, director of marketing for City of Commerce, California-based FAM Brands, which acquired Zobha two years ago.
Music gave Luv the opportunity to move into fashion. She met Vathanadireg through DJ-ing parties for premium denim brand Hudson Jeans and designer Robert Rodriguez. She first dabbled in design two years ago, when the rose gold-zippered motorcycle jacket she created for Andrew Marc sold out at Bloomingdale’s.
“Basically [in] my entire DJ career, my clients have been fashion clients, which has opened a lot of doors for me,” Luv said. “This is just the beginning.”