Born and based in the UAE L’Couture offers women high-quality athleisure that looks amazing in and out of the gym! Designed to fit women of all shapes and sizes, L’Couture adds fashion to fitness. All collections are designed in house with the understanding of quality and functionality of each piece. Every collection is uniquely designed for high-performance results. Their aim is to inspire and encourage women all over the world to live a healthier and happier lifestyle by setting trends rather than following them. We find out more with Founder Lyndsay Doran.
What was your vision when you created your brand L’Couture?
I have always been extremely passionate about fashion and a consciously athletic and active person. I was in search of a unique product that delivered both quality fabric and fit, which I felt was unavailable in the market, so I decided to innovate and design it myself.
What do you think women are looking for from activewear today?
I think women are looking for comfortable but fashionable activewear without compromising on performance or quality. I want to offer women something for every day, from classic black to the choice to wear a pop of colour depending on their mood that day.
What can you tell us about the new Skin V2 Collection?
Our new Skin V2 collection is my favourite to date. Our best-selling Skin fabric is super soft and made to fit all body shapes and sizes. This is our first collection that features prints, with black leopard and black camo. They have proved to be a hit and we definitely plan to include more prints in the next collections. The campaign to accompany the collection was shot locally in Dubai, with an empowering vision of diverse women uniting. It is a super powerful message and gives me chills when I watch the campaign video.
Can you tell us a little about the technical side of your pieces and why they are great to wear when working out?
The pieces are versatile, stylish but most importantly – functional. There are different styles of bras offering medium support for yoga, barre and weight training, and high support for high-intensity training and running. Our leggings and shorts have a four-way stretch and are squat proof for those important booty workouts!
How do you think activewear can be incorporated into a woman’s day-to-day wardrobe today?
I wear activewear literally every day! From nipping to the mall, to taking the dogs for a walk, going for coffee with the girls and then of course in the gym! My go-to outfit is the black skin set – I can throw on one of our bombers or sweatshirts and a cap and I instantly feel more stylish. A good black set is the perfect base, and every girl should have one!
We know you are a strong advocate for women’s empowerment – tell us a little about how you want women to feel empowered by wearing your clothes?
Our main mission at L’Couture is to make every woman feel comfortable and beautiful both in and out of the gym. That’s why we create designs using fabrics that look flattering on various body shapes and have contouring effects. We also offer inclusive sizing from XS to XL, and feature models of all sizes in our campaigns. When you’re and comfortable in what you wear, you feel better, motivated and empowered.
This has been a strange year for all – what is a lesson you have learnt from 2020?
I felt like I learnt a lot when we went into lockdown. My staff were working from home and I was handling everything from stock management, customer service to packing the orders. I feel this gave me a real 360 overview of how a business works and as hard as it seemed at the time, looking back, it was invaluable.
What advice would you give to aspiring entrepreneurs or anyone who is afraid to chase their dreams?
Take action. Don’t allow any mental roadblocks to affect your drive. Fuel your passion and execute.
What is your professional motto?
Set yourself a goal and once you reach that goal, set another goal. Never be satisfied, strive for more.
If we buy one piece from the new collection what should it be?
Our newest collection LC Lounge, is a totally new category for us. I would say, our black logo sweatshirt. I have been living in it! It’s great for throwing on with leggings, but also styling up with more fashion pieces. Today I have it on with leather trousers and boots.
What is the biggest challenge you face with your brand currently?
I would say that the biggest challenge is navigating our way through the current pandemic. We have a global presence, therefore this has naturally affected us from suppliers to deliveries. I am confident next year will be a better year for everyone, bring it on!
What would you still like to achieve with the brand that you haven’t done yet?
We are still young and there is still so much to achieve. I am lucky to have such a great team, the brand wouldn’t be where it is without them. We have big plans for 2021, we are only getting started.
Can you give us a sneak peek into what we can expect to see from L’Couture in 2021?
We are opening our first retail location in Al Wasl, as well as our UK offices in Q1. Down the line, we have a number of exciting developments which will be unveiled in the new year.
What is your new year’s resolution?
To be grateful for every day.