Reading Time: 9 Minutes
This interview appears in NEWMARKET. Spring 24 edition. For more, click here.
NEWMARKET. For those who don’t know, can you tell us how you got into the industry and what sparked your interest to step into the health & fitness realm?
LORNA: I was a fitness instructor who was simply looking for something better to wear to my classes. At the time (late 80's) women were still buying their workout clothes from big box sports stores that catered predominantly for men, and the clothing for women was either G-string leotards or masculine shaped shorts and tees just in prettier colours! I wanted workout clothes that would give me all the technical features I needed for my workouts but were also fashionable enough to wear outside of the gym. I called it ‘activewear’ because I just wanted her to put it on in the morning, wear it all day and be ACTIVE!
N. You recently celebrated 35 years in business which is a massive achievement, congratulations! How has the direction for the brand changed since you began?
L. When I first started Lorna Jane, it was all about the activewear. But when I witnessed how wearing Lorna Jane literally changed my customers outlook on exercise (inspired them to work out!), I realised that I had an opportunity to influence them towards health and wellbeing as well. Then, when I had been in business for a while and was being recognised as a successful woman in business, my customers started to look to me for inspiration to follow their dreams and reach their goals in life as well.
N. How has the brand evolved with the ever-changing needs and aesthetics of the industry?
L. At Lorna Jane we position ourselves as a leadership brand so instead of focusing on a customer’s needs – she gets a hole in her black leggings, so she goes shopping for a replacement. We focus on giving her what she wants – new ideas, new fits, new technologies – things she didn’t know she wanted until we created them. We are not influenced by what other brands are doing in the industry but instead look to find solutions for women.
N. Supporting and empowering women has been at the heart of the Lorna Jane brand since its inception, can you expand on why this is still at the core of your philosophy 35 years on?
L. Empowering women, and building a strong community, that support each other is something that I personally love and value so it will always be at the forefront of who we are as a brand. Lorna Jane has always been a reflection of my personal beliefs and values and I truly believe that has played a huge part in our success - and why we have gone from strength to strength as a brand over the years. Having the consistency of the same leader with the same vision and values over the entire 35 years has built a strong community of passionate and loyal supporters.
N. Has there been a piece that surprised you with its popularity?
L. There have been quite a few over the years but I think the one that literally blew my mind – and still does – are our iconic Flashdance Pants! I originally designed them in 2007 just in one colour as part of a limited-edition collection and of course they sold out (never to be seen again). At the time I had just hired a new designer who saw me wearing them and convinced me to do another production run but this time in a few more colours – which of course sold out. Realising we were onto something our customers loved, we decided to make them part of our ‘Essentials Range’ and we have never looked back selling more pairs than I ever could have predicted week in week out! Then, a popular TikTok influencer found a pair in her mother’s wardrobe, did a styling video for her followers and they became a TikTok sensation overnight with everyone from 14 years – 25 years wanting them! That was back in December 2021 and we’re still trying to keep up with the demand!
N. What has been your favourite Lorna Jane piece?
L. Honestly, it’s constantly changing but right now it would have to be our Rib Flares worn with an oversized sweat – they are the NEW alternative to your black leggings that you’ll be wearing on-repeat! I’m also loving our new Rain Repeller Waterproof Jacket – we’ve had so much rain in Australia over the last few months and it really is the perfect lightweight piece to throw over anything when you need to stay dry – and I mean really dry!
N. Can you tell us about the challenges you face in creating clothing that is both functional and stylish for working out?
L. I have been doing this for so long now that it has become second nature and there are literally more ideas than time to do them! Honestly the biggest challenge every month is deciding which designs to do and which we need to move to the next month!
N. Do you have a favourite collection you’ve worked on?
L. At the moment it would have to be the LJC Collection (the Lorna Jane Clarkson Collection). This Collection will be released in July/August 2024 and is designed to be worn back with our other Collections but is very specifically things that I would personally wear to elevate my own athleisure looks. Some of my fav pieces are the Cropped Trench, the LJC Classic Knit Jumper, the Piped Dream Satin Bomber and the Tie Back Shirt.
N. Can you tell us the meaning behind the heart beads embedded on all your garments and how this idea came to life?
L. It might sound a little cliché, but the heart bead is there to remind our customers of the love that we have put into creating their Lorna Jane pieces. I started putting these hidden hearts into every piece of Lorna Jane when my business started to grow too big for me to have a personal connection with my customers (this was before social media of course). Before that, my customers would comment that part of the reason they wore and loved the products was because of my passion for activewear and empowering women. Putting the hearts in the garments was my way of sending love out to all of the wonderful women that love and wear our products everyday – and my way of staying connected to them.
N. We’ve seen a huge rise in activewear becoming everyday attire as opposed to strictly workout gear. What trends or factors do you think influenced this shift?
L. Well, I’d like to think that Lorna Jane has played a major role in influencing women to wear their activewear everywhere through how we position and market our designs. This has been my vision for women and for activewear from the very beginning and it feels very rewarding to see it come to fruition. I do think Covid and the Work-From-Home movement sped it up a little, but I truly believe as a society we were/are moving toward a more casualization of fashion and activewear is the perfect solution.
N. Along with being highly influential in the health and wellness industry, you are also an accomplished author, publishing seven books. How do you find the time to pursue your personal interests while also focusing on the demands of a thriving business?
L. The great thing about Lorna Jane (the brand) is that it’s a direct reflection of the way I live my life – I wear activewear everywhere, I love to be fit and healthy, I love designing and I love food. So, writing books about these things has always been more of a passion project than something I think I have to do for the business. I’m in the office 4 days a week and then the other 3 days I’m either at the beach or at our farm in Byron - so my life is pretty balanced. But do I work on my 3 days off? Do I think about how to design a better sports bra when I’m working out or pick up a paint swatch from Bunnings that would look great in a legging? – of course I do! Searching for balance in life is a constant for everyone … because as soon as we think we’ve found it something shifts, and we are searching for it all over again.
N. As an iconic female entrepreneur, what would be a piece of advice you would give to other young women who are inspired by your journey?
L. I would say that 35 years ago I was just like them … I had an idea that I was passionate about, I found the courage to give it a go then I worked like crazy and never gave up. So, to all the young women out there who have something they want to pursue, my advice would be that it will not be easy, there will be both good times and bad. But if you have a burning desire to pursue your dream, put in the work, give it a go and never give up then you should 100% pursue it!
N. What can we expect to see next from Lorna Jane?
L. I believe there is still so much potential in the activewear category. What we are experiencing and will continue to see is a movement to more casual dressing. Women are looking for more relaxed versions of mainstream fashion. Traditional pants will be replaced by more stylised trackpants, normal bras will be replaced with sports bras and we will see more traditional clothing in technical fabrics and more active silhouettes. I believe the activewear category will continue to take market share from mainstream women’s fashion. I think in the future women will be looking for products that add more value to their lifestyles so we are developing fashion hybrids that can be worn across multiple uses – think activewear you can swim in and sleepwear that you can wear during the day as well.
LORNA JANE | WESTFIELD NEWMARKET
Tags: Interviews
