Lolo London

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lolo london clothing

Another season, another new clothing brand for Spring/Summer 2020 press release hits the Hammersmith Fast Fashion News desk. You’d be forgiven for thinking it was yet another identikit fashion house churn-out, with a catchy brand name and cute collection aimed at the Love Island generation. Yes it was exactly our cup of tea, and we were beyond disappointed that there were no samples included (@Lololondon if you see this size small please!).

SS20 brand launch sees a small capsule collection of Hoodies, Cropped Hoodies and caps, which no doubt is designed to test the market. But there is something that we love here about the designs that are more than just the cliche of “can be worn at the gym, home or out and about town”. I genuinely would wear this on Kensington High Street. I can’t wait to see what they bring out next.

Brand Social

Who are Lolo London?

Always with new clothing brands, I like to have a look at the background to gauge how successful I think they will be. If I am tipping a brand for success, I want to mean it. Suddenly it became clear why the model seemed so familiar as the name Sophia Grace jumped out at me. With 1.4 million followers on instagram, 3.34 million subscribers on youtube, 1 million followers on facebook, it’s hard to believe she is still just 16. If you need refreshing, she came to fame at just 8 years old with this video which has been watched 54 million times.

Nicki Minaj - Super Bass By Sophia Grace Brownlee | Sophia Grace

The impressive performance saw Sophia Grace Brownlee and her cousin Rosie McaClelland her invited onto The Ellen DeGeneres Show. They got their own segment with “Tea Time with Sophia Grace & Rosie” and interviewed a host of major TV, film and music stars. Under the management of her father Dominic Brownlee, Books, TV Programs, Films, youtube channel and even Singing Dolls followed. As a brand ambassador for Fashion Nova, creating her own fashion brand seems a very logical step. We are watching Lolo London with great interest, and are certain Sophia Grace’s Clothing Brand will do very well.

Sophia Grace

 

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Chloé Safilo
Chloé is our resident Fast Fashion Expert for the UK Urban and Streetwear scene. Her eyes have been constantly glued to social media for the last five years giving her an insight that is unrivalled. In her spare time she likes shopping and lying in the sunshine. Each year makes a pilgrimage to Ibiza. Chloe lives in London where she has recently completed her journalism degree at the University of Roehampton. She lives in Putney with her boyfriend Christian, and their French Bulldog Coco.