We had the good fortune of connecting with Laura Rendon Lugo and we’ve shared our conversation below.
Hi Laura, why did you decide to pursue a creative path?
For me styling and designing clothing is a very powerful emotional tool. Dressing women and helping them find their voice through their unique and personal style is something I am deeply passionate about because most of the time through this beautiful art we can deliver positive – feel good – emotions. Empowering , supporting and inspiring women is my passion and there is nothing more relevant for me than do to it through art, through the art of dressing.
Alright, so let’s move onto what keeps you busy professionally?
My art is focused on empowering women through the art of dressing. For me, connection and trust is key therefore, I invest much of my time and money in this matter for my clients. I believe that is one of the things that sets me apart from others. So before any styling session begins I invite my clients to brunch, where we introduce each other, talk about life, wants and styling needs, events, vacations coming up and of course styling end goals. After this we go to relevant stores and begin creating looks. If the styling session is booked for an online shopping cart or online styling – I still like to do brunch and afterwards I come to my office and start creating their looks. These looks are delivered in 72 hours.
My marketing method is very raw and unique. Each week I plan to go to stores that carry designers I love and admire. When I get there I simply start browsing from new collections to sales. Then I begin creating looks mixing and matching high end designer pieces. Another thing that sets me apart from others is that I try to mix and match amazing designers, opposed to creating a one designer look, which is more common in influencers or stylists because most of the time you get paid by the designer to do full looks just with their pieces. I do have to say being at the store I look like a crazy lady with my arm full of hangers of clothing, it’s crazy, but I love it. Afterwards I take some photographs modeling perfect matches and last but not least I create ART. I create unique artistic photographs that set me apart from any other stylist where the outfit blooms and it becomes my method of attraction for my future clients.
I usually post my work to my instagram @LauraaRendon and from there I get questions as far as who am I wearing or styling requests. It’s always exciting to create outfits, take pictures and transform those pictures into a unique staple of my work.
I am the oldest of five children and shopping for new clothing was very , very rare. Therefore I started to improvise, which has always been a great part of my character. I love improvising and moving forward. I very much dislike staying stuck in any situation. So at a very young age, I believe 10 – 11 , I started creating clothing, cutting jeans , making them shorts, opening t-shirts and making vests, cutting skirts and making them scarfs, hahah I mean I am a designer at heart. I proudly wore my pieces; obviously my mother always got mad because she had a point, we rarely buy clothing and in her mind her creative daughter destroyed them. Then I grew older, and when it was time for college I very much wanted to go to The Art Institute. My parents, especially my dad, was not very excited about that choice, so he told me to choose a real career and focus on that. Which I tried, but eventually when your heart and passion is somewhere else things sooner or later go where the heart wants, And eventually it did, I started working for a creative marketing firm, launched unique campaigns for people en espanol, then I worked for the marketing team of Red Bull – Forumla 1 in Austin Tx. Then started to get involved in more fashion related campaigns and did Miami Swim Week where we launched an event / campaign for Glamour Magazine. Then I worked as the creative director for a brand of handbags named Louise and Eleanor based in San Francisco, CA. During that time I moved to Los Angeles and simultaneously worked at Honey Punch. I started in the creative team and ended up designing clothing for their brand. Amazing experience. Absolutely loved every second. The design team was all Korean based meaning nobody spoke English , so it was 100% a challenge, which I am very grateful for because I learned a lot of their culture and work ethic; that has inspired me and absolutely has shaped me to many things I am today.
The biggest challenge for me has been working through the long road, I am sure if I had gone to The Art Institute the road to where my end goals are would have been much, much faster. However the experience I have gained through hands-on work over these past 10 + years in the marketing field, pr and of course the creative field is something no school would have ever been able to give me. I am eternally grateful for my experience and all the people I have met along the road, because of them I feel very confident and more prepared than ever to launch my own collection later this year.
The biggest lesson has been never underestimate the power of showing up, meeting people and being consistent. I am very excited with all the people I keep meeting and learning so much from, because the learning game never, ever, ends.
I think the world should know that in life there are many, many things you absolutely can not control. And that’;s fine, it’s life. However there are things you can control, many things that elevate and connect you to higher , inspiring and abundant energy. One of those things is my passion, my business is empowering and inspiring through the art of dressing.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Would love to get brunch at Bistro Menil, then go to the Menil museum. Afterwards some iced coffee and nutella croissant at Common Bond Cafe & Bakery. Then,of course, I would love to go see new collections of amazing designers and style them. I. would probably start at tootsies, then go eat at one of my favorite restaurants which is very near – Relish. After lunch I would go to The Webster. The perfect place to see unique curated pieces from amazing designers, I style there so I would probably be styling my guests. Then I would love to end the night at Paulie’s for some wine and delicious cheese.
The next day I would do brunch at Tout Suite. Besides being delicious . There are always very creative and interesting people here. I love observing and meeting new faces that inspire my work and amplify my connections. Then I would see if there are any broadway plays available to go to, (. I love theater. ) Probably go to that, if available.
And last but not least, go to some park with live music, get fresh air. Sit and see the city and people passing by. One of my favorite parks is Discovery Green or Bayou with city views- sometimes I feel it’s my own little Manhattan park lol. Safe to say – I love NYC.
Who else deserves some credit and recognition?
Books are everything to me and if something has inspired me, motivated and encouraged me to be creative and empower women through the art of dressing is books. One of the books that completely and utterly made me fall in-love even more with being a women is “The Soul of a Woman” by Isabel Allende. A book that unleashes the rawness and realness of being a women. A book that supports and empowers us to be brave enough to follow our own dreams and break with old traditions of how inferior we are treated compared to men. A book that inspires action – to help and encourage all the woman in our life, always starting with ourselves. This book reminds me that all women deserve happiness and fulfillment, and if I can help a bit in that area, I’ll always will.
Beyond the Label by Maureen Chiquet is a book that has boomed by leadership skills. She has accomplished quite a bit, including starting at the gap to rising to a CHANEL CEO role, Maureen reminds us that a lot of great figures , no matter which field they are in, may not have excelled the first try, therefor if you keep trying and push to be consistent in whatever you want out of life it will eventually become your reality. A book that teaches us that if you work hard enough, care about people and think outside of the box magical things happen. This book keeps me working hard, and believing that I will get where I want to get very soon.
And last but not least, The Speed of Trust by Stephen Covey. This book is one of my all time favorite books because it speaks to you in many levels, mainly on business and personal. The most important thing that this book has to offer is all the scientific information of the brain and on how relationships work and how nothing, ever , but NEVER works without actual, legit TRUST. For me creating a business, giving trust and taking care of the trust that others deposit in me has been greatly influenced by this book. Styling any human being couldn’t be possible without their trust, and if you think about it, nothing never is possible without it.