May 2011
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Dazed Digital: It’s so girl-crushy. In the real world, it feels like girls are competitive, or that society engenders competition among us. But when you open Lula, everyone’s a girl and everyone likes each other.
Leith Clark: I felt that fashion magazines are about women looking at women, but there seems to be this imaginary man in the room. It’s so sexualized. I don’t fully get that. I made a magazine of women looking at women, without that competitiveness and that hard edge that we think we need as we get older. I think it should be... trying less hard. Lula is about going back to why we liked fashion in the first place and that really starts when you’re a kid, with Halloween and ballet recitals. I was quite shy as a kid. I went to a strict ballet school and I worked well under that discipline, but when I had to perform and be free, that was hard. Then they gave me a bluebird costume, and I was fearless. I could do it. I learned really young how clothes can make you feel, how you can liberate yourself with them.
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