Yoga/Active Spotlight: Lorna Jane & Beyond Yoga

Yoga/Active Spotlight: Lorna Jane & Beyond Yoga

Monday, August 11 2014

Take a zen moment with Lorna Jane, founder of Lorna Jane, and BEYOND YOGA co-founders Jodi Guber and Michelle Wahler as they share their insight on rising trends in the active/yoga market, their motivation behind their brands, and a nourishing intro into their body and fitness philosphy.


 When and why did you start your line?

   Immediately prior to launching Lorna Jane, I was working part-time as an aerobics instructor and I had grown frustrated because I honestly couldn’t find activewear that made me feel good when I was working out. I wanted clothes that could not only survive the toughest of my workouts, but that also were able to transcend the gym and carry me through everything else in my day. I needed activewear that I could wear to the grocery store and to meet my girlfriends for a coffee. That’s how it all begin! I bought some lycra, cut up my favorite swimsuit, made a newspaper pattern and the rest is history. The ladies in my classes loved my bespoke outfits and asked me to begin designing for them as well, which of course I was only too happy to do. Little did I know this was the start of Lorna Jane!  25 years later, there are now 134 stores in Australia, 30 in the United States and a global expansion that includes South Africa, Canada, Sweden and the UK!  

 

What is your philosophy on body + fitness + fashion?

   Active Living, which is getting more out of life by giving more of yourself every day, is my personal philosophy and the way that I live my life. It is easy to achieve when you break it down into the daily practice of Move Nourish and Believe.  If you make the commitment to MOVE your body every day, NOURISH from the inside out and BELIEVE anything is possible, living a more positive and fulfilling life is absolutely possible!   Inspiring women towards Active Living is my purpose, the reason I exist, and I want to keep on doing it for the rest of my life.

 

What do you see as the next big item (Spring 2015) and why?

   I believe that the modern woman requires active layering pieces that can transition from a workout to a lunch date with friends. Lorna Jane’s spring line will see the introduction of pieces like the Manhattan Long Sleeve Mesh Jacket. This jacket is the perfect example of a performance fabric that is just as fashionable as it is functional.

 



When and why did you start your line?

   Jodi Guber: My hope was to design a line that could encourage self-esteem in all women and girls and to help them feel good about the bodies that they are in NOW. So I took my personal struggle with my own weight and self-esteem, along with how I had learned to flatter my body during the most challenging times, and created Beyond Yoga. My main goal with Beyond Yoga was to create both a retail source and a platform that would reach all women and girls to provide messaging of inspiration and give reminders of self-esteem through their shopping experience. I wanted to empower women of all shapes and sizes through thoughtful designs and a strong commitment to no body-shrinking of our models. The hope is to allow women to better relate to our brand and in turn, not have such unrealistic expectations for themselves. 

 

What is your philosophy on body + fitness + fashion?

   Our philosophy is that fitness and fashion should always make you feel beautiful and confident in your own skin. We believe in nurturing self-esteem and celebrating the uniqueness of your own body, just as it is NOW. 

 

What do you see as the next big item (Spring 2015) and why?

   We have been seeing a lot of barre and ballet influence trending in both the fitness and fashion space. With this in mind, we created the Ethereal Ballet Wrap, the Supplex Lace Up Legging and the Ethereal Peplum Top - which are some of our new favorite styles from the upcoming collection. We think this is going to be a huge trend for spring 2015!
 


Don't forget to visit these Active/Yoga brands in WWDMAGIC WHITE:

AiQ Smart Clothing Inc.   
63013

Amazing Sport Inc.
62906

Avani
63107

AyAyAy Apparel
62813

Be Essence Sportswear
62711

Be Up
62707

BEYOND YOGA
62512

BODYCROSS
63113

Buddhaful
62811

Celebration of Women
63112

Cozy Orange
62708

Electric Yoga
62712

FAM Brands
62504

Glyder Apparel
63007

HipS-sister
62806

Hot Shapers
63011

 

 

Jade
62706

Jala Clothing
63110

Jet Setter
62504

KASTEL DENMARK
62912

Kenry Enterprise Inc.
63012

Lily Lotus
62807

Lorna Jane
62710

LVR
62907

Marika
62504

NUX USA
62910

P. Michael Inc.
62412

Prismsport
63111

Quest Apparel
62812

Strut-This
62908

Third Eye Threads
62713

Wear Me Out
63010

Zobha
62504

WWDMAGIC | Las Vegas Convention Center, North Hall | August 17-20, 2014