Meet the Original LC Girl

 L’Couture was founded in 2019 by the original LC Girl, Lyndsay Doran. Here’s your chance to to get to know the girl behind the brand.


Hey Lyndsay, tell us a bit about your journey so far, where did it all begin?

It all began in 2016 when I first started my fitness journey and instantly fell in love with everything fitness related, including the clothes. I was spending a lot of money on gym clothes, so one day I thought I’m going to start my own brand and tweak the small things I felt were missing in the clothes I was buying. 


When you started the brand did you feel there was a gap in the market and something other designers were missing for women like yourself?

Yes, I definitely did, living in Dubai the selection is quite small so I would always shop from US websites. I thought having a Dubai based, super feminine brand, that represented all women and didn’t compromise on the performance aspect of gym wear is what Dubai was missing. We quickly moved to shipping worldwide as the demand was there for such girly gym outfits. 


What was the most challenging thing about starting your own brand?

Where to start! It has been super challenging in a lot of ways, I would say the only aspect I haven’t struggled with is the product design and fit, as this is where my passion lies. Apart from that, it has been tough having no experience in building or running a brand. I have had to learn everything along the way. I am so glad now this was the case, as I have been involved in every part of the business; from packing the orders, customer service, designing collections, production. website management and marketing. Being so hands on from the beginning has allowed me to learn so much about the business and now I understand all the different aspects.


What advice would you give your younger self?

Anything is possible! I have no regrets, I have worked hard to push my business to the point where I could hire an amazing team of experts and I have achieved that, so I am very happy. 


What do you like most about living in Dubai?

So many things! I have been here 9 and a half years and it’s such a beautiful city with amazing people, culture, food, beaches and the best gyms. Plus through out the year there is sunshine, which makes it easier to get up and smash a workout. 


Who inspires you and why?

I really admire the Founder of House of CB London and Mistress Rocks, Conna Walker. For only 27 years of age she has built both her brands to a global level. I buy most of my clothes from House of CB, it is one of my favourite brands. From the quality of her products, to the packaging, the attention to detail is the same standard I set myself for L’Couture. She works hard and is an amazing ambassador for her own brand. 


What’s your favourite LC product and why?

I would say my favorite set is the Black Skin Collection set, it’s our core product and best seller - it’s my go to outfit for daily errands. I also LOVE the candy shorts as I wear them every day to train in.


People are always curious about the fashion industry; what would you say is a typical day for you as the Founder of L’Couture?

My typical day starts with two coffees in bed, yes two! I can’t get up until my hubby gives me my second refill. Then I have breakfast (pancakes are my fave!) and check my emails and catch up on messages from our production team. I usually train in our home gym for 1 – 1.5 hours before I get ready and head into the LC HQ, where I catch up with the team.


What’s next for L’Couture?

In the next couple months we have something super exciting comingI can’t disclose what exactly, but let’s say it’s a new category for L’Couture and I feel it’s going to be our most popular launch to date. We are also finalizing plans for 2021 and it’s going to be a great year!


Where do you see yourself and the brand in 10 years time?

I see L’Couture as a global brand, I have no doubt about it! I believe in our products and most importantly my team who can take us there. Watch this space!