Another season, another new clothing brand for Spring/Summer 2020 press release hits the Hammersmith Fast Fashion News desk for the brand new 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.
Who are Lo Lo 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.
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 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. 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.