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Lulu Al-Hassan is a world renowned shoe designer, TV host and the founder of boutique store “Lulu’s Hub.” She developed a passion for footwear while wroking as a feet model in her early years. After studying shoe design in Italy, Al-Hassan returned to Saudi Arabia and started pursuing her dream of becoming a shoe designer. Not long after, she launched her brand “Luvixen” in London Fashion Week in 2020, which resulted in huge success and she was offerd to host a TV show that focuses on design and artist in the region on SBC. She collaborated with various brands, most notably with Shoemart, as they launched their first capsule collection, “Lulu Loves Celeste”, available to shop at Shoemart stores across the UAE, KSA and Kuwait and online. In this interview, we speak to Lulu about how she got into shoe design, her hit TV show and what it takes to build a succesful fashion brand.
Growing up, which Fashion Designers were you most inspired by, and who inspires you today?
I always admired fashion style and trends back in the ’90s. However, I never followed a certain brand, I always looked at the creative directors as they are the real brains behind the trends. I would say my favorite ones were Thierry Mugler and Jean Paul Gaultier, I actually still follow some of their work and fashion shows up to date. Today, however, I look at more detailed aspects of fashion, such as the design itself. I’m really fascinated by Charlotte Olympia’s work in shoes and I find Self-Portrait’s apparel line to be inspiring.
What drove you to quit your job in Saudi Arabia and go to Italy to learn shoe design?
Back in 2015, I went through a situation that left me low and depressed. I went through a phase where I started questioning who I am, what my purpose is, and these kinds of things. So I decided to resign from my job and moved to Dubai for a few months. During my stay there, I walked by a stationary and thought to myself that I should buy a sketchbook and pen. I felt like I wanted to draw my feelings on paper, so I did and the first thing I drew was a shoe. My friends saw it and they really liked it, they said I should be an artist or a designer, that’s when I started looking for design schools in Italy. It was honestly the best 6 months of my life, I was always the first one in class, and by the end of the program, I was named as one of 3 up and coming shoe designers to look out for.
What is your creative process like when designing a pair of shoes?
This might sound weird, but I usually get ideas when I’m not looking for them. For example, I could be enjoying a Michael Jackson song and suddenly, I’ll get an idea for a shoe design, I could be trying on perfume at the mall and an idea pops up. It can even come from a quote I read on Social Media, roadsigns that catch my attention, a mixture of colors I see on the ceiling of a gym, or even a fabric I’m trying. Any stimulation of my senses can be turned into a design in my head, even emotions I feel inspire designs as well.
You’ve hosted a fashion and design program at SBC, how did that opportunity come about and what was that experience like for you?
I loved that experience! I was approached by an SBC (Saudi Broadcasting Corporation) producer for an audition, and given the charisma I displayed on camera that day, I was immediately called to start shooting. It was so quick that I didn’t even have time to think whether I really wanted to do this, and it turned out to be one of the best experiences I had in my life. I loved being on camera and making friends on set, my background in design and art fueled my passion for the show as that was the main plot of the show. I also got the opportunity to meet many amazing Saudi artists and designers who were never interviewed before and I got to shed a light on them. The show wasn’t scripted, it was all-natural, just two designers having a free-flowing conversation that reflected on camera.
As a designer that consistently collaborates with others, who are 5 people/brands you aspire to collaborate with?
For brands, I would choose the American jewelry brand David Yurman, La Perla, which is a lingerie brand and I’d Barbie the toy brand. I would twist the typical Barbie image and create a dark Barbie collection. When it comes to people, I would like to collaborate with Marinda Kerr, an Australian model, and Chrissy Teigen, John Legend’s wife.
How did your personal brand on social media help build your shoe brand “Luvixen”?
Luvixen was built on my alter ego and every woman’s alter ego. So my connection with the brand is built on my other personality which you wouldn’t see on social media, but you would still feel its vibe. So it did help with raising brand awareness, but not really with shaping the brand or showing its real persona. I wouldn’t say it helped much, but it established a connection a created a kind of curiosity for the audience to understand the connection between the two personalities.
At the launch of Luvixen in LFW in 2020, you were named Saudi Arabia’s First Shoe Designer, have you encountered more show designers/brands that emerged from Saudi ever since?
There are quite a lot of designers in general, but not when it comes to shoes. Many Saudi designers are doing great work in Apparel and jewelry, but when it comes to footwear, it’s still just me. When it comes to international scale and positioning, I haven’t seen any, some probably launched, but I haven’t seen them in the market yet as these things take time.
3 years into launching your brand, what would you say are the most important factors in building a successful fashion brand?
Today, there are many brands that are launching and emerging, what will make you stand out is establishing what you are really offering and what connection you are building with customers. Any good brand whether in fashion or any other industry, needs to have a really good story that establishes a connection with the target audience. I would also advise starting slow and steady until the brand is mature enough to start going big everywhere. The bigger the persona and the better the positioning, the better the outcome in the future. Doing these things right will allow new brands to expand whether locally or internationally depending on the business model.
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