Lolo London

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Another season, another new clothing brand for Spring/Summer 2020 press release hits the Hammersmith Fast Fashion News desk for the brand new Lolo London. It’s Lo Lo London.

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 McClelland 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 range 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. When Sophia talks of gifting her clothes to Nicki Minaj and Ariana Grande, it’s evident she is likely to get a good reach on her venture.

In similar fashion to fellow youtube star Jake Mitchell who started the Unique be You clothing brand, on launch we expect to see a peak of sales from Sophia’s loyal fanbase. As the garments go beyond stock items into high-quality bespoke gear, and the fact the colourways are very appealing, we expect and hope to see the brand have legs.

What we think will make this brand stand out from the crowd will be the expert social media handling and going from her personal Instagram, a very aesthetically pleasing social media profile. With plenty of celebrity friends on standby for those endorsements and promotion, the organic reach is there for the taking. Sophia is evidence that if you are genuine in showbusiness, people will naturally like you and want to work with you.

It’s a simple fact that social media needs content, and when you have a model wearing the clothes in exotic locations anyway, the opportunity for Instagram promotion is huge. Nice clothes should always sell well if marketed correctly, and all the stars are seemingly aligning for this one. I’m making a bold claim that the Lo Lo London brand will be one to watch this year.

What is Sophia Grace famous for?
Sophia Grace is a famous child influencer who rose to global fame in 2011 after singing Nicki Minaj’s ‘Super Bass’ which went viral on YouTube. Performing with her cousin, Rosie, they featured on the Ellen show and became overnight sensations.

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.