For Pre-fall 2012, Jessie Randall looked to the intersection of tough and pretty for inspiration, creating a collection that embraces both ends of the aesthetic spectrum from sweet to punk. The new collection centers on the idea of a hardcore girl wearing something girly or feminine. Polka dot prints inspired leather covered studs, cap toes add toughness to feminine styles while glitter twill brings sparkle to stong silhouettes. Each style is designed to be wearable from summer through to fall.
The Loeffler Randall Pre-fall campaign features four women, our real-life friends and co-workers, whose character and style inspire us every day. Jessie describes how the women around her inspire the design process:
"I design for myself and for my friends. Being real and authentic is very important to me. The modern woman is interesting in her reality - her quirks, the way she is different. We have so many cool, interesting fans who wear our brand and incorporate it into their wardrobes every day. What better way to promote our product than profiling our friends and the real girls who wear our brand? You're seeing this approach throughout all media these days - from street blogging to Lena Dunham - real people, imperfection, uniqueness - these are things that are inspiring and modern."