When Andrea Lieberman launched her brand, A.L.C. 10 years ago, no doubt she had different expectations for what it would be.
“I think the biggest difference for the brand has been as a result of how the culture has shifted so dramatically over the past decade,” Lieberman tells InStyle.com. “Consumer behavior has evolved in a way that embraces technology and immediacy, and with that the desire for “buy now, wear now” collections are stronger than ever.”
Thus, Lieberman and her team have spent a great deal of effort focusing on creating multi-use pieces that make the A.L.C. woman feel powerful in all aspects of her life. “Pieces [that] can serve her in multiple ways,” she says.
To celebrate her first decade, Leiberman is spending this year rolling out a series of personal favorites and brand staples from the A.L.C. archives, creating an Anniversary Capsule Collection of ten pieces. The first two: a traditional trench coat (the Lindstam Trench) and a pair of black slacks (the Guy Pant).
“These pieces within the collection are both personal favorites of mine and brand staples from the last 10 years that continue to be re-interpreted,” Lieberman told InStyle.com about the collection to come. “For me, the trench has always been the one piece that never goes out of style. It’s classic and wearable, yet has the ability to feel very modern no matter what it’s worn over. We love to play with the dimensions and details in all of our trenches across the seasons, the goal being to always make it both versatile and elegant.”
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So what’s up for the designer in this next decade of business?
“Ultimately, I just want women feel the best versions of themselves wearing [A.L.C.]. If we can still be making real clothes for real women in 10 years, I will feel really proud of that,” she begins. “I also aspire to do something to give back, to create a platform that helps women grow and supports them to fulfill their own potentials. Paying forward the same support our customers have given us over the years would be the ultimate success story for me.”