These past few days have reminded me why I love this business so much: early mornings and late nights!
The Alter Ego Launch was the first time I’ve literally taken on every aspect of the launch by myself.
I promised everybody I would give a behind the scenes look at what I do. The fashion industry is
portrayed as glitz and glamour, but sometimes, it couldn’t be further from the truth!
First things first, as a business, we want to keep things fresh and exciting. One of the ways of doing that
is introducing new styles and designs. Once we decided we wanted to introduce a new style; I let the
brainstorm session begin.
Finally, I sketched a style that both Andre and I loved! From there, I started cutting & sewing some
samples. Once I perfected the style and the process I started producing one of each piece in the
As I produced them, I shot the campaign on one of our mannequins in a location near our showroom.
Individually I updated each garment to our online store, set the prices based on the quality of the
garment and based on other similar quality brands.
Like many people, I love listening to music while I work. I went through my entire 250 iTune playlist
(including 2 DJ mixes... Thanks DJ Grace!!) over a dozen times over the past week. The process of
producing one Alter-Ego Tunic takes me about an hour and a half, to come up with the final design
sketches took me over a week and to perfect the process took me about 3 days.
I am very happy to introduce to you the Alter Ego collection! http://shop.demulabel.com/collections/
P.S. Grace... I need another Mix, please!