IN CONVERSATION WITH Lauren Bostock
A Style Lab Co
Lauren Bostock is a creative Consultant and art director for small businesses with nearly 20 years of Luxury and Contemporary fashion experience behind her. She advises on designing and fabrics, as well as helping to find creatives to assist in these processes. She helps to source manufacturers within the UK, which then leads onto branding, website building, marketing and social media strategies. She co-ordinates and styles shoots and then can take you all the way through to launch and beyond.
Can you tell us about the services you offer?
I offer help from the initial business idea all the way through to launch. From design and manufacturing advice and introducing creatives to the brand… Such as pattern cutters, branding designers and website build designers (Elphick & Co. is always my first port of call). Then all the way through to the creative direction on shoot campaigns to official launch, events, pop ups, wholesale and more. I also have established brands use me for styling and art direction on shoots and events.
What’s your creative process when planning a campaign shoot/what inspires you?
Listening to the brand and their vision is first and foremost. It’s a collaborative project and I would hate for a brand to think they don’t have the control. Once we have brainstormed together, I research and put moodboards together for approval. I then look into shoot locations, photographers, videographers and models. I am very inspired by the outdoors and nature professionally and personally so that is always within my inspiration, even with city shoots.
The goal for my direction and styling is to be ‘aspirational yet attainable’… Brands need to look marketable yet also look like you want to immerse yourself within the campaign. While I adore editorial driven shoots, the ex buyer in me always wants the very best for the brand in terms of sales. I adore the balance of the two but it’s not always the easiest to execute… Therefore a wonderful team is key.
What has been a career highlight since launching A Style Lab Co.
Oh there have been so many, but I do feel the POM London Summer event last June was such a highlight. I couldn’t have been more touched when Katie, founder of POM reached out to me at the start of last year to work together. As a huge lover of her boutiques for the past ten years it was a pinch me moment. We discussed the idea of a beautiful Cotswold garden party, a fashion show and a shopping event with a curation of small brands. As someone that has attended many fashion shows as a buyer, I was daunted about actually coordinating one seamlessly. However, the day was truly nothing short of perfect… So calm, happy and full of kind guests all supporting one another. And to top it off, all the brands looked so wonderful on their stands as well as on the catwalk. We already can’t wait for the next one this summer and we have decided to go bigger and (hopefully) even better. Again, a dedicated and lovely team makes everything flow so much more beautifully.
What do you enjoy about working with ecom brands in particular?
I suppose it’s what I know best. I started my career in the early days of Net a Porter where I stayed for 4 years before moving to ASOS. At the time (and maybe still to this day), they were the biggest online retailers. Therefore for over 8 years Ecommerce was all I really new. It was also at a time where the big shift was starting from the high street to Ecom. It was quite a shock when I moved to Selfridges (and then Browns) as bricks and mortar wasn’t in my professional DNA and was a new challenge. I was used to focusing my buys on how they would look on a screen and how they would photograph, and then I was very much focused on how they would look on a shop floor display. It’s far different than you would originally think.
Now to work solely with brands for an online platform means I get to use all my experience to the full. I always stress the importance of a strong shoot as it becomes your shop, your marketing and your engagement with customers. The list of possibilities for ecom is endless… Redesign of website, navigation, imagery, SEO, blogs, newsletters, marketing. It also keeps you on your toes as competition is rife.
What would be your number 1 top tip for people looking to launch a brand/product?
Don’t launch until you’re ready. Take your time as you want your initial collection to have an impact. Sadly, we can all judge on first impression and if you don’t feel something is right, take a pause and a breath and go ahead when you feel comfortable.
Launching a business is a lot of money and time… Therefore never enter that commitment lightly. What I do always promise is that I will always work above and beyond to help the very best I can for you and your business.
What do you think are three essential elements to building a strong brand identity?
A good product
A good shoot campaign
A good website build with easy navigation
Your favourite shoot/event to date?
I will always have a soft spot for By Soren’s initial shoot. It was such a special day. I had worked with Henny, founder of By Soren since the initial idea, and I knew how tirelessly she had worked throughout the whole 18 month lead up to that first campaign. Therefore on the day, to see her collection come to life was so special for her. Knowing that as a team we had created something that made her so happy meant the world.
What are your favourite online stores and why?
I love shopping on Doen… It’s such a beautiful brand and their website and imagery always looks just so magical.
And of course, some of my very favourite brands that I have such a pleasure of working with… Fawn and Freda, Heart & Daisy, By Soren and Hollyblocks.
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