Recently, Joonbug had the opportunity to sit down with Shoshanna Lonstein Gruss creator of the popular Shoshanna fashion line. A proud New Yorker, Shoshanna creates pieces that can easily take you from work to after-work-cocktails and from week-day to weekend. Her flattering designs transcend limitations and perhaps that's why many of your favorite celebrities and TV personalities such as Taylor Swift, Maria Menounos, Rosario Dawson, Zooey Deschanel and Miranda Lambert opt to wear the Shoshanna collection. What's refreshing about the line, besides the vast and flirty designs is the fact that the pieces are priced well and Shoshanna (a socialite) is very down-to-earth. She is the master of "that dress." The one dress that you'll reach for again and again (and the one you'll receive all the compliments on). After this interview, we are really getting excited for Spring! Now, if the weather in Manhattan would just cooperate.
What inspired you to create the popular Shoshanna line?
I started my line out of my personal frustration with fashion. I felt there were no beautiful, elegant, youthful and flattering clothes that suited my body type. I knew there were a lot of women who felt the same. I wanted my collection to be inclusive, something special that women would feel good it - no matter what the occasion was. I thought that I had a good point of view and something to say, and I still feel that way. I focus on being celebratory of women and their bodies and making clothing that looks beautiful, celebrates shape and is appropriate for all.
Tell me about your background in the fashion industry.
I have always had a love for fashion. After graduating from the University of California Los Angeles with degrees in History and Art History, I began working at a lingerie factory to learn about design, fabric sourcing and construction. This was my first real job in the fashion industry prior to launching the Shoshanna line.
What are some of the seasonal "must-haves" from the collection? Describe the Spring/Summer 2013 look.
The collection is all about real women and their desire for beautiful clothing to take them seamlessly through their day. Spring is my favorite time of year to showcase feminine and powerful clothing, where women feel like they can be celebratory of who they are what they wear. The collection features luxurious hues in silk and lace dresses, color blocking in vintage georgette styles, and feminine silhouettes in a sorbet color palette. Whimsical grass grazing dresses, interesting hemlines and feminine prints are a must this season.
What is the one piece that you would suggest for the working girl that transitions from day-time to date-time?
Start with a simple dress shape, like a shift that can act as your blank canvas. During the day keep it simple with flats, delicate jewelry and a fitted blazer or cardigan. Slip into fabulously high heels and throw on a pair of statement earrings or a bold necklace for later that evening.
Many women look up to you. What are some business suggestions or advice you can offer someone looking to get into the fashion industry?
Make sure you have something new to say and although the creative is important, so is the business end. You need a good balance of the two.