It's All Happening!

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

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