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time for... crafty query!
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LOTS of images from Lochers.com, because I simply can't get enough. You really have to visit her site to get the whole picture and see the embroidering on the garments. So lush!
Read more about Nicole on her site, including her "50 Things About Me" list. |
So I'm minding my own business, looking around online, and I can't remember exactly when it happened or where it happened, but once I found Locher's I knew I'd never be the same. Seriously - what beautiful stuff SO close to our hearts here at Subversive... cute and comfy things to wear with flowery phrases like Will Fuck for Shoes, Life is Fucked Up and Insatiable Little Thing (great bridal shower gift, that one). It's like finding a kindred spirit running in another direction with a similar idea... it's mind-blowing and you want to talk for hours. I immediately contacted Nicole Locher, the owner and mastermind of these cheeky designs, and asked her a few burning questions. CQ: I'm very curious about the woman behind this idea. I love that you have 50 Things about yourself in your "About" section, but what's the big picture? What is your background, and how did you come to this wonderful place called Locher's? NL: Mmmh, so many questions, where do I start... let me have another sip of my tea first... Well, the reason why I wanted to have 50 things about myself on the website is so people get to know me in a different way than just as the one who does Locher's and that's really important to me. Looking at a product is much more interesting when you know a little something about the person behind it. I worked for a long time as a passionate graphic designer and always wanted to combine this skill with my other great interest which is fashion. Since I am a big perv (and tired of looking like a "goody two shoes") I didn't have to think far to create my shirts and everything around them. I am at a really wonderful place in my life right now. CQ: Sounds like it! So are you truly an "innocent Swiss girl straight out of The Sound of Music"? If so, where did you get your street smarts? NL: Yes and no. I grew up in the Swiss mountains in a village with about 2000 people living there -- everybody knew everybody's name and what color their bed sheets were. I had pick-nicks outside in the prairies and read my books under the trees. So in this sense, shielded from the city world, yes I have been truly innocent and a bit of a naive girl growing up. But naturally I have always had a few filthy thoughts everyday like every girl has... It all changed when I left to study in the city at university, and travelled around the world. You quickly develop your street smarts living like that and -- having lived in San Francisco and Paris now for a while where life moves really fast -- you can't help but change a little.
CQ: On
your site you mention your admiration for the quality of NL: ...ups sorry, can't say, its my secret...... CQ: Great secret to have! You've had an atelier in Paris since 2001; have you always done this kind of work or did you start out in another direction/style? NL: Yes, after having worked as a graphic designer in San Francisco, I returned to Europe and moved to Paris where I opened my own graphic design studio and have worked mainly for clients around the world in the architecture, furniture, art, music, fashion and entertainment industries. I still work in this field when I have time because I love it. CQ: Sounds dreamy! Have you had a huge wave of interest/press from America yet? NL: Locher's is still a very young label but the response and coverage I got from America was amazing and it moved a little too fast for me. Which is great, but at the same time very stressful. I am still trying to get used to dealing with the press because I am a generally shy person when it comes to that aspect (thank god I can do this interview at home behind my computer) and hope that I can clone myself one day and have another more social Nicole do those things for me.... CQ: Yeah, kind of like how Julie dreamed me up... I'm sure she can totally relate to that. Everyone needs a flamboyant alter-ego to go out and mingle for them. Your
life sounds so idyllic, and your web site certainly paints a NL: I love the way you imagine me sipping champagne (which I absolutely can't stand) and designing my clothes. Designing clothes is much less glamorous than you think. In fact this is the easiest (and timewise, shortest) aspect of a fashion brand --which is sad because it is the most fulfilling one and the one you want to do the most. Most days I spend my time dealing with marketing, retail sales and the press. But this is great fun as well since it is very versatile and you never quite know what the next day will bring you. But yes, living here in Paris is certainly idyllic and I do count myself very lucky having the luxury of sleeping in every day and have the time to drink my tea every morning before starting work... CQ: Sounds absolutely poetic, even though I know it's usually harder working for yourself. I think I'm having a hard time shaking the image of "pick-nicks outside in the prairies" (of Switzerland!) out of my head. That's a pretty dreamy beginning. I know you don't personally love to do the needlework, but are there any other artistic or crafty endeavors you enjoy? NL: I wish I would be as talented with my stitching hands as you are but I have to admit I am quite terrible at embroidery if it comes to doing it myself. But I love to paint and do so quite a lot and I love to create jewelry which you can see at Locher's. Other than that I am constantly rearranging, decorating and embellishing things that I have found in flea markets and my grandma's old attic. CQ: Well, your website is really well-done and your designs are gorgeous. We will continue to watch your star rise and we'll hope that you always have time for tea. Keep in touch - you're truly an inspiration!
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