"It's how we would all dress if we lived in L.A!" Despite being back in London on a cold and snowy day, Lottie Moss was more than happy to jump on the phone with Fashionista to talk about her recently launched, summer-ready and festival friendly — in a Glasto meets Coachella sort of way — collaboration with PacSun.
"My friends and I would wear that if it was hot enough here, but unfortunately it's not," laughs the model and influencer, who largely based the collection on her own personal style. "I want it to be a reflection of what I would wear."
Moss also gleaned inspiration from other sources by the perusing Pinterest and Instagram accounts of friends and influencers in "that whole L.A. scene" whose personal style catches her eye. So you may see a little Alexis Ren or Emily Ratajkowski aesthetic in the adorable floral, cherry and gingham-printed coordinated crop-top-and-shorts sets that populate the collection. The Lottie Moss x PacSun collab also features easy summer dresses, '70s-style off-the-shoulder tops and stripe-y tank and wide-leg pant "co-ords," all accessibly priced between $22 and $59.
Of course, longtime followers of high-street fashion collabs might be feeling a little bit of deja vu: You know, a Moss designing for a high-street retailer. But don't think she went to her famous half-sister Kate for advice. "Not really. No, to be honest," Moss says. "She's obviously done her collection for Topshop, but, I mean, we're both separate people, so I just kind of did what I wanted to do. Also, because she's like a lot older than me. So, yeah, I didn't really take any advice."
The younger Moss, like her sister, entered the fashion world as a model in her teens, debuting in a 2014 Dazed & Confused feature. She then quickly landed covers for Vogue Paris, Harper's Bazaar Russia and L'Officiel Netherlands, and booked prestigious campaigns for Calvin Klein, Chanel, Red Valentino and, yes, Topshop. Moss credits her experience in that part of the fashion industry for providing the crash course she needed for this project.
"When I was younger, I didn't know that much about fashion and couldn't afford any of those pieces that I really liked," explains Moss, who's managed by Storm Model Management, the same agency that discovered her sister back in 1988. "But then when you get to go to all these photo shoots and all these events, you get to wear all these clothes and that brought me closer to knowing what fashion was and being able to design a collection."
The collaboration also marks her second time working with PacSun. In 2016, the SoCal-based lifestyle brand tapped Moss — and a bb (pre-"Grown-ish") Luka Sabbat — to model in a very Cool Teens™-approved denim campaign. This time around, the 20-year-old is pulling double-duty, starring in the campaign for her own collection. But her motivation goes deeper than pride in her designs.
"I got to fit the clothes exactly how I wanted them to look on my body," explains the five-foot-six model. "That is a part of the collection what I really wanted to get across: That not everyone is a stick-thin model and I'm certainly not. Most girls are [around] five-foot-five. Most of us have boobs. We have bums. We like to have meals, do you know what I mean? I wanted my collection to be like a true reflection of me and I'm a curvy girl."
Moss would hardly be considered "curvy" by most retailers, but it's worth noting that the model sharing her own perception of body image highlights the pressure and unrealistic expectations established by the fashion industry and society at-large for us to look a certain way. So it's encouraging to hear the new generation really walking the talk when it comes to communicating body positivity. "It is slowly transforming to that side," Moss says.
Suffice it to say, we're looking forward to seeing what the now multi-hyphenate has on her list next for a world takeover — and spoiler: She has big plans.
"I want to just branch out and do different types of clothing and accessories and swimwear and lingerie. If everything goes well, I could move into beauty or something like that because beauty is such a big part of my life," Moss says excitedly. "I just want to see how this goes and hopefully keep building and building and becoming huge."