From boardroom to red carpet! - Lei Lou SS 2012.

Boardroom to red carpet was the first what came to my mind looking at Lei Lou by Alex Dojčinović SS 2012. Collection. Alex has stayed true to her brand equity, flirting with trends but not being bound by them.

As I wrote in one of my previous reviews of Lei Lou collections, Alex is a Lei Lou women, strong, confident, independent, intelligent, knows exactly what she wants, but still a true lady, polite, kind, warm and romantic, fragile and gentle. This is why she is able to understand and cater to alike women who buy her pieces – she is one of them and she truly knows what they want and need living such a busy, working women lifestyle. 

     So she creates comfortable, multi–wear pieces using best quality fabrications, gorgeous statement accessories which accommodate all of the working women needs  from work day (big purses or maxi envelope bag which fits iPad) to attending after work events (small bright purses & clutches and chunky  jewelry).

All photos via www.moda.hr

This season’s collections common denominators are mint, gold, aqua and nude color pallet, statement clear cut purses and square clutches, perfectly tailored pencil skirt romanticized with mint color lace or suggested floral print worn effortlessly looking with a second skin soft and silky blouses and gorgeous maxi dresses which can be worn with a fitted jacket during the work day and without it for a glam night and a fitted sleavless work dresses with ruffle sleaves.

Shop the new Lei Lou collection by contacting Lei Lou showroom:

 Facebook / Twitter / Showroom.

Lights.Camera.Action.

   Fashion.hr Industrija, fashion trade fair & promotional event combined with fashion.hr fashion shows in the night hours are kicking off the fashion events season in Croatia, which consists of three fashion weeks in total: fashion.hr, Cro-a-porter and Fashion Week Zagreb, in that exact order, stretching from end September to end November.

        Those who follow my blog know that I choose to write about Croatian fashion events sparingly and I am rather focused on highlighting the selected local designer for which I think based on my practical experiences of working in fashion business (retail, wholesale & fashion weeks) and now in PR for large global company, have a good quality product, well developed overall business strategy and brand strong enough to compete on relentless global market.

Bellow you can read my previous posts with commentary on mentioned Croatian fashion weeks:

Let's talk Croatian fashion

Birth of an industry 

Dreft Fashion Week Zagreb 

Cro-a-porter  

Announcing Croatian trade show event

One of these designers who’s show I am super excited to see tomorrow is of my fabulous friend Alex Dojčinović, now widely recognized in Croatia as a star designer with an enormous perspective for an international expansion and success, as she has proven to be consistent in designing quite concise and highly sellable collections with aesthetics and price points with which most of women can relate to and can afford.

My review of Alex’s new collection is due tomorrow right after the show! Hopefully I will manage to also visit Fashion.hr Industrija trade show during the day on Saturday before departing for Madrid, as they have set a quit interesting schedule for the next couple of days.

I am curious to also learn about your perspective on Croatian fashion weeks, what are your expectations darlings?

"As a fashion designer, I was always aware that I was not an artist,

 because I was creating something that was made to be sold, marketed, used, and ultimately discarded."

Tom Ford