Q&A with Fashion Star’s Lizzie Parker
Whether designing for the every woman or producing to high ethical standards, Seattle-based designer and NBC’s Fashion Star contestant Lizzie Parker has always been outspoken when it comes to her principles. Lizzie sits down with Source4Style to talk about her journey from a software engineer at Microsoft to mindful designer.
Source4Style: What did you do before plunging into the world of design?
Lizzie Parker: Umm…seriously, I was a nerd. I worked at Microsoft making software. Geek to Chic: Lizzie Parker the original story…blah.
S4S. You transitioned rather “gracefully” out of your role at Microsoft. What was the benefits of starting to dabble in your line then? When did you feel it was the right time to take the plunge?
LP: The biggest benefit was the flexibility to be with my children. I started the line out of my garage when my kids were really small. Having the flexibility to work out of my house and be with my kids was what I needed. I will say that my timing has not been the greatest in terms of the economy, but having a strong belief that my product was something the market needed and that has always pushed me.
- Model on the Seattle Fashion First runway show in a Lizzie Parker ensemble.
S4S: Being that you weren’t in the world of design at that time and seemingly learning as you went, what are some of the key items you wished you knew early on? Key experiences that you learned from or helped you grow?
LP: One of the things that really helped me was not being afraid to reach out. Even though I was in Seattle, I had the internet and I reached out and asked advice of anyone who would give it. I even emailed my design idol Rick Owens, and you know what – he emailed me back, so you can’t be afraid to ask for help. The other thing I will say is, fashion better be in your blood and the core of your soul, as there are a lot easier ways to feed your family but you have to love it as the industry is hard. Even on down days, I still love it. Lastly, as a small business in the US I really have come to embrace being a part of a tribe of people who is part of the American Dream, if you will. For me, a key thing has become making everything from the fabric to the garment in the US, this has been something that has connected me to so many great people working towards the American Dream as well.
Lastly, as a small business in the US I really have come to embrace being a part of a tribe of people who is part of the American Dream, if you will. For me, a key thing has become making everything from the fabric to the garment in the US, this has been something that has connected me to so many great people working towards the American Dream as well.
S4S: What was the thinking process behind opening up your own shop? What made you choose that direction over say – straight-up e-commerce?
LP: For me the crappy economy presented many inexpensive rents in 2008, and since I made my own product it was a great opportunity for me to really spend some time with customers understanding what works in a very hands on sort of way. I knew I would eventually make the e-commerce play, but this seemed like a way to keep a float during lean times and learn. We are just now launching our website and plan for BIG things in early 2012. I am really excited about it, as the site is great – you can see it, but we are in a soft launch until January.
S4S: Lean economic times mean that we often get super crafty when it comes to spending on creating collections. Can you share any cool sourcing and design tips that you do to “save on cash”?
LP: First off, using fewer fabrics and honing in a specialty is important – I specialize in knits and this enables me to buy a fabric for a line and be able to get a quantity discount – since I don’t have to by 20 different types of fabric. Second, there are a TON of resources with stock programs, these can be found online with a site like yours, and you can grow into large quantities. Third, don’t be afraid to do limited production with runoff fabric from a jobber, as you can get a great deal on it and you are using something someone else in done with — so it works for all and can really get those creative juices going!
…Using fewer fabrics and honing in a specialty is important – I specialize in knits and this enables me to buy a fabric for a line and be able to get a quantity discount – since I don’t have to by 20 different types of fabric.
S4S: You recently mentioned that the production facility in Seattle that you used to produce your line went out of business, which has forced you to look elsewhere to produce your line. Can you share with us on how you pivoted your design line – and what choices/compromises that you have to make as a mindful designer?
LP: When our local dyehouse went out of business in Seattle, and many local sew houses were struggling, I knew that my business had to change to survive. In my Seattle-based ecosystem, I was able to bring in certified organic fabric from China and sew and produce locally. Once I lost the dyehouse, I had to decide how to move forward and survive and for a number of business reasons that meant I needed to make the choice between sustainable fabric sent which would need to travel up and down the west coast a few times to finalize production (sew to dye to pack) OR make the decision to manufacture all domestically with a small carbon footprint – including domestic fabric. Unfortunately the domestic organic fabric that I could find didn’t meet my design requirements.
- Sporting a Lizzie Parker ensemble at Riverkeeper’s Masquerade Ball
S4S: So what did you do?
LP: Well, I ended up deciding to produce all locally within a 10 mile radius in Los Angeles, allowing for a lower carbon footprint. I also know who is working on everything and I love the fact that fabric is still made in the US as well. Interestingly enough, my production is now run by one of the other contestants on NBC Fashion Star, Nicholas Bowes. I feel like my business shifted from eco designer to socially conscious designer – which is OK. I still hold sustainability in my core company values, and do other things like using recycled paper in the hang tags, using a sustainable printing service, and using recycled shipping packaging to name a few things.
I feel like my business shifted from eco designer to socially conscious designer – which is OK. I still hold sustainability in my core company values, and do other things like using recycled paper in the hang tags, using a sustainable printing service, and using recycled shipping packaging to name a few things.
S4S: What are some tips that you’ve learned through that process that can help guide other designers who face the same challenges?
LP: At the end of the day, you must maintain your design and product integrity. There are values you have as a designer, which should keep you true to yourself. However, if you can’t execute your product in the way it should be due to materials, you must make the call to put the product first.
You are a business, and everything is not perfect. It was hard for me to accept my choice at first, as I was worried about what my customers and peers would say. But I made an informed decision, I am upfront about it. I am doing the best I can to maintain the values that are important to me.
S4S: Listen, I’ve known you for awhile and I know Reality TV isn’t necessarily your thing, but has being on Fashion Star given you a new perspective at all?
LP: NBC Fashion Star was about the business of fashion, so I was honored to be a part of it. It has changed my perspective because it has put me on a national platform, which is something most designers hope for at some point in their career, so it has made me really invest and think about the web as a core distribution channel –– even when I see the ad, I still can’t believe that is me.
The fashion shows alone were so big and beautiful and it is cool to think people can get the clothing right away after the show. It is a massive undertaking to have the clothing ready to buy right after the show and has never been done before. It has made me personally think about how I will market my line going forward, and how to shorten the time from runway to purchase even more.
As small designers we often don’t have the resources to do things at this scale and get in front of three major retailers, Saks, H&M and Macys is again, something that most designers hope for – and being able to be a part of it has definitely helped me grow as a designer because I learned a ton. When you see something done at this scale, you can’t help but learn from it — so I took it all in from the staging, to the styling, to the production of the clothing.
All in all, being on NBC Fashion Star, has helped me realize what I need to do to take my brand to the next level — so I can’t ask for much more than that.
As small designers we often don’t have the resources to do things at this scale and get in front of three major retailers…being able to be a part of it has definitely helped me grow as a designer…When you see something done at this scale, you can’t help but learn from it — so I took it all in from the staging, to the styling, to the production of the clothing.
S4S: All very good lessons learned. So what’s next for you?
LP: A lot I hope! I am continuing to develop new product and am showing my next offering in March 2012 in Los Angeles Fashion Week. You will also see me move more and more online – offering new and interesting ways to shop and look at my clothing – on women of multiple shapes and sizes. Given my high tech background, I feel like I can take the web and really come up with new and exciting things for the brand. Obviously, there will be opportunities that I don’t know about – and that is super exciting as well. So do stay tuned online and follow along.
S4S: Thanks Lizzie – we surely well. And we’ll also be tuning into Fashion Star!
