Launching a Successful Fashion Label in Modern Times

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Magdalena Z. in a dress from the LUKEWILD ‘Janko Cruise’ Collection shot by Misha Photography

Patricia Luke, founder and head designer of the popular fashion label LUKEWILD, has loved fashion for as long as she can remember. Originally from Marbella, Spain Luke first began designing clothes at around the same time that most of us began learning how to read and write.

“I don’t remember when I discovered my love for fashion, I think I was born this way. I remember designing my first dress when I was 5 years old,” admits Patricia.

While designing clothes had been her passion from early on, Patricia attempted a more linear path first. She graduated from law school, but once at the crossroads of becoming a full-fledged attorney and following her heart, she chose to be guided by her heart. She promptly moved to New York where she attained a master’s in design from The New York School of Design, and began turning her fashion dream into a reality. From that point on her life has been centered wholeheartedly around fashion design, which was clearly the right path as she’s made a major mark as one of the most awarded young Spanish fashion designers in recent times.

By 2013 Patricia had founded her label and created her first collection. “Once I realized I was able to design and create clothes for my family and friends, things that they loved and would have bought in a store regardless of who made them– then I knew it was time to express my power worldwide. It took time, as it is for any small company to be successful, it requires a strong foundation, organization and a good team, but with effort, sacrifice and passion LUKEWILD created its first collection– BECONFI in 2013.”

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In 2015 she was chosen as one of the best fashion designers in Andalusia, and she was invited to present her Poseidon Collection at the Best Young Fashion Designers of Eastern Andalusia Competition where she was chosen as the runner up. Earlier that same year, Patricia presented The New York Garden Collection from her label LUKEWILD at the Marbella Crea event during the Starlite Festival. Again, the audience was taken by her designs, as were the judges, and the collection earned her the Marbella Creativity Contest’s Best Young Entrepreneur of 2015 Award. The following year Patricia premiered LUKEWILD’s Raices SS/2017 collection at the 2016 Starlite Marbella Festival where she earned First Prize for the Best Collection of the Night.

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Fatima A. wearing a dress from the Raíces Collection shot by David Rodriguez Photography

For the Raices Collection Patricia created a series of dazzling dresses made from high-quality silks, Swarovski stones and delicate lace with a color scheme that included red, black, white and a mix of blue. Drawing her inspiration for the collection from her home town of Marbella, Patricia says that her focus for the collection was to create “unique silk dresses designed to increase the sensuality and power of the woman.” She definitely nailed the mark. Francesca Palumbo, Mariana Minie, Carla Candia, Natasha Mass, Sofia B. and Fatima A., the models that wore Patricia’s designs from the Raices Collection at the 2016 Starlite Marbella festival, looked beyond ravishing as they glided down the catwalk.

As one of the most notable music and art festivals in Spain, and in Europe for that matter,  the Starlite Festival pulls in a huge crowd for one month every summer and boasts an impressive list of musical acts that include household names such as Enrique Iglesias, Ricky Martin, Julio Iglesias, Tom Jones, Alejandro Sanz, Bryan Adams, Pet Shop Boys, Tony Bennett, Malú, Alejandro Fernández, Lenny Kravitz, Andrea Bocelli, Plácido Domingo, Anastacia, Laura Pausini and David Bisbal.

Considering the scale of the festival, being chosen as the winner of the Best Collection of the Night Award was huge recognition of Patricia Luke’s prominent career, one that not only brought her international recognition, but also reinforced her rare gift and star quality as a top designer particularly of silk and swimwear.

Patricia recalls, “My models walked down the catwalk in my dresses looking very proud, sexy and with a strong and confident step… The next day I came back to NYC proud and more motivated than ever!”

Aside from just being an exceptional and top designer with a strong vision for the direction she wants her label to go in, Patricia Luke is a brilliant entrepreneur and business woman, which is one of the reasons she’s managed to create a successful label and keep it afloat in such a competitive industry. Prior to launching LUKEWILD in 2013, Patricia learned the ropes of the fashion business as an executive sales associate for Michael Kors, as well as spent time assisting for well-known New York fashion labels AMoi and Astier NY.

One of the aspects of Patricia approach to LUKEWILD that has made her label successful is her understanding of the fact that building a business takes time, effort and above all, consistent customer interaction.

She says, “Nowadays, we are what we share and this is what’s building identities of individuals and brands. In the last 5 years, LUKEWILD has became a source of new fashion ideas and inspiration, that’s what has made people follow and buy from us.”

Her keen business sense and understanding of how to build the LUKEWILD brand from the ground up and create an identity that people will immediately recognize when they see her designs has been tantamount to making LUKEWILD recognizable to customers across the world. Beyond this, Patricia has devoted countless hours to identifying the kind of customer that wears LUKEWILD, why they choose the brand over others and how they want to feel when they wear certain clothing styles.  

“Along with being a fashionista, we like to play psychoanalyst too.  It’s not enough to understand just our customers’ needs, but also what drives and motivates them and that’s exactly what make us different and unique in the industry,” explains Patricia.

At the end of the day, she says LUKEWILD was created for a person “that believes in love, dreams and romance. Someone who wants to express their body and their spirit while keeping their elegance. LUKEWILD is not only about the unique dress that was designed purely for that person, but about how that dress makes them feel while wearing it.”

 

 

 

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