Today, you'll have the opportunity to get to know the person behind the design at LELOSI. Sonja Rutar, the design manager, will unveil the secrets and inspirations behind the captivating designs. You'll gain insight into what drives the beloved brand across generations.
Where do you find inspiration for designing such diverse LELOSI collections? Is there anything in particular that inspires you? For example, nature, art, architecture, culture...?
I find inspiration for design in nature, geometry and various painting techniques. Of course, it's essential to consider trends and current fashion forecasts. But I can tell you that the new SambaLe collection is truly stunning, as the idea was born on the streets of Rio. The new line of leggings accentuates the natural beauty and silhouette of the body, much like samba highlights the movements of dancers. You'll fall in love with it at first sight due to the diverse range of designs.
What message do you convey through design? Could you say there's a certain design that women can recognize as LELOSI leggings? And is there a so-called iconic LELOSI design?
LELOSI has always been colorful. That's the guiding principle. We're known for our bold patterns. From a sales perspective, there are certainly several iconic LELOSI designs. It's hard to highlight just one; I could list them endlessly. Gorgeous designs that our customers adore include Barbados, Sepia, Narnia, Ardea, Scaria, Indiana, Waikiki, Trinidad, Pinion, Rosettes, Sponge...
Could you share more with our readers and customers about the projects you're most proud of and why?
The Special Edition leggings are my favorite because in this collection, we create new cuts and incorporate different materials. But I'm also very excited about the supss... their vibrancy... and maybe I'm fascinated by them because I'm a "sea person." The AirMesh collection is also unique, standing out with its bold styles intertwined with practicality. We envisioned it so that every woman, regardless of age, feels great in the tops, pants, or skorts. The Airmesh mesh increases breathability, making it the top choice for warmer days.
What feelings overwhelm you when you see your designs on the street?
It's a good feeling... Pride, happiness, and joy that people appreciate my work. Motivating. If someone's with me, I usually whisper to them, "Look, there are my leggings."
How have you tackled challenges and innovations in designs over the years? What was crucial for their success in winning the hearts of our customers, both women, men and children?
Every time I embark on creating new leggings, it's a bit exciting. When I start, I never know how they'll turn out. Sometimes I'm disappointed with the outcome and then approach everything differently. But sometimes the energy is right, and I produce a winning product that excites crowds and becomes a bestseller.
What is your creative process like? How do you approach designing a new collection?
First, I imagine rough patterns in my head, the direction I need to go, and what our customers expect or need. Because I know our target audience, the work is much easier. Sometimes I follow predicted trends, but within the framework of the design that's characteristic of LELOSI. I consider colors, textures and patterns.
What part or moment in doing such a profession is your favorite? What excites you the most?
I always enjoy the process of creation and refinement. I change colours and sometimes patterns. Because I know my customers, I roughly know which design is "critical" and which will sell well. I always have to have some ace up my sleeve to take a risk. But it's true that until the last moment, we never know how the market will accept it, and that's a bit exciting. If the design is well-received, then there's a lot of excitement.
What are the latest fashion trends, and how are they or will they be incorporated into future designs? How do you recognize which trends are significant and appealing to LELOSI customers? How do you avoid trend saturation while keeping LELOSI a unique brand?
Certainly, wider models of bottoms are trending. Wide-leg leggings, trackpants... and we'll take in mind in our future collections. Comfort and softness come first! These two elements appeal to customers. A LELOSI woman wants to feel good in her clothes at every step, so that's always the guiding principle.
Prepared by: Nikolina Koljanin
