Sustainable luxury apparel is the “New-Now”. Due to environmental concerns that have risen in the past years, almost all kinds of industries in the world are integrating and incorporating sustainability initiatives into their business operations, strategies, and brand products as well. For the fashion and apparel industries, the businesses, companies, and organizations working in this field, have adopted to use of sustainable methods and actions as alternatives to transition to organic, eco-friendly, zero-carbon strategies, and more. To combat environmental challenges as well as continue to operate businesses in the world, brands are driving towards a more eco-conscious clothing mindset as well as encouraging their loyal customer bases to lead a comfortable, healthy, safe, and sustainable lifestyle.
We all know that there are some fashion and apparel industries where an individual or a group of people may love the design, look, and style, but end up finding that there’s no size match for them at all!! That disappointing feeling may cause negative feelings to rise toward one’s own body. Body dysmorphia or Body Dysmorphic Disorder (BDD) is a genuine mental health condition that can stem from such an incident. This illness can arise from one’s constant worrying regarding the appearance and looks of their body. Although to no intentional fault of anyone, it can be said that it is high time that the fashion and apparel industries and brands in today’s world can be pushed to make clothes that are a Fit-All. Conscious consumerism practices by brands can lead and encourage customers to choose the desired style, and design, as well as the clothes sold by a brand that is on a mission towards ethical fashion choices. This way, diverse customers of all sizes can continue to fully appreciate, comfortably wear, look, and feel glamorously in their desired attire. Spreading awareness of body positivity in healthy ways can be encouraged in this way (not the only treatment for BDD).
Therefore in this article, we shall cover and discuss the story and journey of a premium sustainable fashion business in Activewear Lifestyle – L’Couture founded by Lyndsay Doran, who is a Dubai-based British woman-entrepreneur and businesswoman. The Athleisure brand encourages one to elevate their fashion, style, and fit with their premium and sustainable quality in Wardrobe Essentials.
Lyndsay Doran – CEO and Founder:
Lyndsay Doran is the Founder and the Chief Executive Officer at L’Couture (LC). Lyndsay founded the brand in the year 2019 and the business took off immediately.
“At LC – We Get It. Life moves fast, but that shouldn’t stop you from feeling your best.”
Before her founding and building of L’Couture, Lyndsay Doran worked as an Emirates Airlines Cabin Crew, her dream job. Her life changed when she met her husband – a fitness enthusiast, who gave her the idea and inspired her to open up a business for women’s clothing in Athletic Wear and to focus more on clothing styles and fashion that are limited or unavailable. Soon after investing all her savings and earnings from her employment as a First Class Cabin Crew, Lyndsay opened up shop – L’Couture in the Dubai Mall, Dubai, in The United Arab Emirates.
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L’Couture – LC:
Founded in 2019 and established in Dubai, UAE by CEO Lyndsay Doran, L’Couture is a fashion and apparel business brand focusing on Athleisure Wear. Incorporating and integrating ethical fashion choices into their brand strategies helps the business move toward eco-conscious clothing initiatives that are sustainable and environmentally loving.
Mission Statement – “To develop premium lifestyle products that allow you to look and feel good, regardless of what life throws at you.”
L’Couture sources its fabrics and materials carefully and sustainably from Portugal and Thailand, through OEKO-TEX Factories (Sustainable Textile and Leather Production – STeP). Bearing ‘Comfort’ and ‘Functionality’ in mind, L’Couture manufactures and designs its clothing to produce ‘Un-matched’ and ‘Perfect Fit’.
“High-Quality, Vibrant Workout-Sets.” – HAUTELIVING.
L’OFFICIEL – “L’Couture pieces are a perfect fusion of style and functionality.”
Although her business was initially taking form, the COVID-19 Pandemic that soon hit the year-end of 2019 and full-blown in 2020, prompted many people isolated at home to take up a fitness-conscious regimen and routine to just preoccupy themselves and/or to stay fit. This economic boost in a usually rather low and difficult time in the world, helped L’Couture and Lyndsay Doran in increasing their sales and profits. L’Couture has been recognized for its sustainable lifestyle fashion choices and has been featured in Grazia, The Modern East, a&e, Mojeh, Harper’s Bazaar, Emirates Woman, and The Cosmopolitan. L’Couture by Lyndsay Doran is all set to open new stores this year across the UAE as well as in the UK.