St. Louis is becoming more and more known for its design talent. Sherrell Hall of Leola Sky is on the forefront of the scene. Leola Sky is in its debut season and has the fashion scene in the city in a frenzy for it to drop.
Catching up with the design maven, she was in the middle of shooting a pilot for a reality show based around the fashion family of Eyekon Clothing. Founded by Hall and Shawn Williams, who was killed in a tragic car accident, Eyekon was a contemporary urban brand that had the city on lock. The show is a glimpse at how the Eyekon squad is still keeping the legacy of Shawn alive through their various fashion outlets.
Danie Rae: How long have you been designing?
Sherrell Hall: Since 2003. I didn’t have the clothes that everyone else did, so I would make my own. My grandmother taught me how to sew, and I would take whatever little money I had at the end of the month and buy fabrics or hit the thrift stores to make my own outfits.
DR: When did you first decide to make your creations for the masses?
SH: When I dropped my first line called “Addiktion.” My friends always wanted me to make them the same outfits I wore, so it was only natural that I come out with a collection. Addiktion is now my more mainstream, affordable line, while Leola Sky is my higher-end collection.
DR: So what is the inspiration behind Leola Sky?
SH: Definitely still stemming from my love of creating my own style, but I received a lot of inspiration from my grandmother and great-grandmother, who the line is named after. My great grandmother, Leola, was a master seamstress. My style perspective has a lot of nostalgic tones, and that’s definitely to pay homage to her.
DR: How do keep inspiration, season after season?
SH: I get a lot of inspiration from old movies and vintage glam overall. I’ll rent movies from the ‘40s and ‘50s and take a good nap and come up with my whole collection in one sitting.
DR: How important is branding for your clothing line?
SH: It completely defines your brand identity and your overall look of your line. When coming in contact with so many different people who might have opinions on how you should run your business, it’s important to have a strong brand point of view to avoid outside influences deterring your vision.
DR: What are some of the pros and cons of being the STL /Midwest market as a designer, compared to New York or L.A.?
SH: Well, it’s definitely more affordable to live and work in St. Louis. But, most of my customers come from other places throughout the country instead of right here at home. Only after I showed my collection during Phoenix Fashion Week, did I receive feedback from other fashion week platforms in this area. It can be hard to gain support here.
DR: So, what’s in store for the Leola Sky line in 2016, and what are some style trends we should look out for during the spring season?
SH: I’m in the process of having my first Leola Sky collection manufactured. This is super exciting for me to be able to sell my items on a larger retail platform and to have my creations be worn by the masses. For the spring, Leola Sky is all about the dramatic flair. From bell bottoms to trains, we are serving drama one twirl at a time.
DR: What advice would you give any aspiring designers that might be reading?
SH: I would say, stay true to your vision. Define your brand perspective. Find a mentor. Don’t be afraid to step outside of your comfort zone and reach out to people. And put PASSION over your emotions.
To find more information and where to purchase “Leola Sky”, check IG, Twitter and Facebook @LeolaSky.
Follow Danie Rae, style BROKER, @style_broker for the latest style vibes.
