It's All Happening!

Stefani tells you what to expect on Launch My Line.

It's all happening! In the first 20 minutes of watching LML you have witnessed the creation of the recipe and formula defining each team for as long as they remain in the competition. (And maybe thereafter?). Two total strangers are chosen to collaborate on one vision, harmoniously fusing their individual talents. Can you imagine having to select ALL of the fabrics for an entire line on the "first date?" Challenging? YES! Although, in my opinion, if each team "started at the finish line" during their initial meeting, they had a proper road map to follow.

The overall challenge of building a brand, creating a line (collection) begins (and ends) with VISION. Who is your target customer? How old is she? Is she urban? Suburban? Does she work? What other designers does she wear? Is a celebrity your muse? Why is this brand unique? What's your signature style? How do you want her to feel wearing this line?

When my partner and I conceptualized SCOOP in 1996 our "vision" of building the "ultimate closet" at retail never changed for the 13 years we owned the business, and still today. The consistency of our "message" allowed the business to grow and translate into different markets and genders (14 stores, Mens, Womens + Kid's) - no matter where we opened a store the customer knew "who we were."

Since launching MY NEXT ACT, a fashion brand building company I formed in 2008, I have been shocked in meeting with people who have talent, funding, or existing businesses that don't have or are unable to articulate their message or mission. My "gift" and goal of My Next Act is working with creative people in fashion to help actualize their dream. Inspiring people and collaborations turn me on! This is why I accepted the opportunity from BRAVO to be a judge on LML with Lisa, Dean and Dan. (They are BEYOND the best.) Together we bring a myriad of qualifications, allowing us to be objective, constructive and helpful to the fabulous teams on their journey.

LML is sooooo REAL - on TV and in LIFE. The "I" is gone and the "WE" is GAME ON!!!

Each week you will laugh and learn with LML - for me it gets harder to say goodbye. "To thine own brand be true"........ x Stefani

It's Been Real

"As each designer introduced their collection and I saw their work unfold on the runway it made me so proud to be a part of LML."

It's been real - Kathy and Emil and Native Rose are victorious! What a finale! (How cool was Fergie? Positive, confidence building, supportive and kind - thanks for celebrating the designers rather than turning their world upside down in the last hours before the launch.)

I love that the finale was aired in 2 parts. While watching last week's episode, the stress and chaos (especially for Kathy and Emil) had my stomach was in knots and I knew the outcome. Listening to the teams reflect on our critiques as part of the creative process was awesome. We (hosts/judges) took our job seriously and are proud to have played a role in the team's evolution. As each designer introduced their collection and I saw their work unfold on the runway it made me so proud to be a part of LML. There can only be one winner, this is a competition, but in life and fashion Eric, Galina, Merle, Thai, Kathy and Emil are ALL WINNERS - BRAVO!

Eric and Galina - you stayed true to your girl from day 1. The Desi J girl loves life and is sexy 'cause she feels it. And in these clothes she will look it! You were a wonderful "mix" of personalities and talent and treated each other with kindness, class and dignity at all times. I hope you collaborate on a line and please send me the look book to place an order. Best of luck in everything, you deserve it!!!

Merle and Thai - WOW! When I saw the evening gown hit the runway all I could think about was where I was going to wear it! The asymmetrical long dress, convertible distressed look, high waisted pant - I will forward my address and credit card privately as I MUST OWN! Your vision was clear since the beginning and focus fixated on a woman like me and so many others who want versatile, beautiful clothes. I believe in each of you individually and as partners you have potential for greatness. Everything happens for a reason. I know your connection and collection will live on way past LML. Please keep in touch, I can't wait to see the future of Inside/Out. It was beyond a pleasure to spend time with both of you.

Kathy and Emil - YAY!!!! Native Rose will be launched and I can't wait to shop Rue La La and get my hands on the strapless zebra dress and black jumpsuit! I am thrilled for you. Your integrity and value for each other and the Native Rose collection was clear in both your designs and relationship. Even in the arduous moments you respected each other, never made it or took it personally. The ability to work with others, manage, lead, is a true gift and a major ingredient in the design and business recipe.

Kathy, YOU are a JEWEL! May you only experience wonderful things in your life and actualize your dreams. Emil, you exude sophistication and charm. Native Rose is going to be on everyone's radar this Spring and I hope in seasons to come.

Congratulations on it all - I am so proud of and happy for you!!!

Dan and Dean- You are my G's and I, your J. New York, LA, Mykonos, London, Milan (Italy, Europe - ha ha!) Can't wait to see you soon!

Lisa Kline - LML did not introduce us but brought us closer. In the darkest moments of your life you radiated and marched on. You are a winner and a warrior and I love you. Viki, Holly, Mark, Jen and the entire LML family - thank you for a wonderful experience.

Until we meet again

- xx Stefani