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Faux-fur outerwear and sweatshirts, founded by Sally and Lettie Pattinson.1. Find someone to work with whose skill set complements yours. “I design and make everything,” Sally says, “and my tech-savvy daughter, Lettie, markets our clothes tastefully.” 2. Network to build followers. “We once sent a piece to a blogger who tagged us in her Instagram picture. That boosted our following to 500-plus,” she reveals.3. Post photos that show your process. “Lettie constantly takes images of our fashion drawings and fabrics, and of me sewing the bombers,” Sally says.—AS TOLD TO ARIANA MARSH
0515-TV- FBVW03
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FIND YOUR VOICESinger Jess Glynne wears a Royal Kulture jersey, $85. Soo Ihn Kim earrings, $92. Details, see teenvogue.com. PHOTOGRAPHED BY CHAD PITMAN.
FLUFF PIECE
The Design Studio faux-fur
jacket, $140.
As emerging designers turn to Instagram to introduce their businesses, we asked two entrepreneurs to share
their tips on how to launch an I-label. (Snapshot skills required, of course!)
ROYAL KULTURE @royalkulturemerch An Afrocentric label, founded by Kevin
Afuwah and cofounded by Najee Parks and Shawndell Green. 1. Choose a product that means something to you. “I’m from Nigeria,” Kevin says, “so we decided to take West Africa’s traditional dashiki and shed light on the prints in a fashionable way.”
2. Start small. “Royal Kulture began by focusing on the dashiki, and we transitioned to other items as people understood our brand,” he says. 3. Interaction is key; Likes are secondary. “We genuinely want people to create conversations under our photos,” Kevin notes.
“If they have any questions, we give them an answer.”THE DESIGN STUDIO
@thedesignstudiohawarden
64 MAY 2015 SUKI WATERHOUSE IN TDS
ZENDAYA IN ROYAL KULTURE
web extra!READ MORE ABOUT THE U.K. POP SENSATION AT TEENVOGUE.COM.
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