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Laura Stoloff has spent her career immersed in the world of fashion in one of its capitals, New York. As a stylist and consultant, the unique point of view she brings to her work has been shaped through experience of different facets of the fashion system, beginning with an internship at Elle Magazine and stepping into different roles, culminating in her appointment as fashion editor at WSJ. Magazine. It is the role at WSJ. that placed her at the center of what drew her to fashion as an adolescent – visual storytelling. She had first-hand experience in the creation process of fashion editorials, collaborating with renowned photographers and creative directors. It inspired her shift, in 2019, to styling and consulting and she has since worked on editorial projects with esteemed brands including Chanel, The Row and Savette. Here, she provides insight into her work, talks about the female designers who inspire her and offers advice on navigating the fashion space now.
You participate in the world of fashion as a stylist and creative consultant. What has been your trajectory to where you are now?
I grew up in Portland, Oregon, which definitely wasn’t the epicenter of
fashion. My grandmother always had amazing personal style and I remember loving
Vogue growing up - it was a complete fantasy world to me and form of escapism.
When I went to university in upstate New York I studied Art and Art
History and fell in love with the world of aesthetics from architecture to
interiors to fashion. Before graduating, I reached out to my cousin who lived
in New York City and he introduced me to his friend who was the fashion editor
at Elle Magazine. That was my first internship in the fashion world.
I then landed an assistant role to Amanda Brooks, a Vogue contributing
editor and consultant. It was a random connection that brought me to her and I am
very fortunate that she took a chance on hiring me. We consulted with top
brands and worked on her book, I Love Your Style. After a year, I
went with her to Barneys New York where I became an associate fashion director.
I fell into the world of retail and started styling for Barneys ecommerce
lookbooks, working on private label collection design and merchandising. I went
to every showroom appointment and really came to understand the fashion market
and how to create an edit.
From there I went to WSJ. Magazine as a fashion editor. This is where I
learned art direction, styling and how to edit fashion collections for a
magazine. It’s where I was introduced to all the people in the industry from
photographers to creative directors. I realized I wanted to move into the
editorial world and focus on styling and fashion editing. I then took the leap
in December 2019 to become a consultant and stylist and I’ve never looked back!
What drew you to fashion? What about the fashion world/fashion inspires
and moves you?
I was drawn to fashion as a form of
escapism, I love a dream world. I love to create
beauty in different forms and to find the beauty in everything, even things
that aren’t typically beautiful. I would say I’m less interested in trends and
current fashion, I’m more inspired by telling a story or evoking a mood. I’m
moved by beautiful imagery, photography, art and people who have innate
personal style and interesting character.
Where are you located and how does it play a role in your participation
in the world of fashion?
I had lived and
worked in New York City for ten years when I became a consultant two years ago
and decided to live a more nomadic lifestyle with my boyfriend, who is English.
We live between the English countryside and New York City but also travel often to different locations. I
would say working between New York and London gives me more opportunity to
collaborate with a wider network of photographers, brands and art directors.
Also, my travels really inspire my creativity.
"
How would you describe the role of a stylist?
There are many different types of stylists. It’s interesting because
when I tell people I’m a stylist a lot of people think it’s simply dressing
people but my role is much more layered than that. I work with brands more
holistically, typically with smaller brands I’m working on the overall vision
(art direction, photography, casting) and with larger brands I’m helping them
create a unique story through the way their collection is styled and defining
the woman they are dressing.
What makes a great stylist in your opinion?
A great stylist is a true collaborator, someone really open to ideas,
sharing and letting those ideas evolve. Someone who has a very critical eye,
who sees the details in things but also the overall picture. Someone who is really curious, constantly
learning, exploring. You need a strong eye and unique point-of-view.
How has the collaborative nature of styling and creative consulting –
working with creative directors, photographers and brands – shaped you?
I’ve gained immense knowledge from the people I’ve collaborated with – every shoot and photographer, creative director and model bring something different to the image. I try to be really present when I’m working and understand that I’m constantly evolving as a stylist.
At a time when more people than ever are participating in fashion, I
wish…
People were more collaborative and supportive. I think it’s definitely changing but the industry has had a very “no new friends” mentality. I think more stylists need to collaborate, photographers etc. We are all learning from each other and bring a different point of view.
Can
you talk about any particular brands or designers that are a source of
inspiration/hold your interest at the moment?
I
love designers that blend the art world into their designs. My friend Marina
Moscone does this beautifully as her art references are very abstract. I also
think Grace Wales Bonner is incredible, I love her collaborations with Serpentine Gallery
and how she incorporates cultural narratives into her work. I remember going to
her show there and feeling really inspired by her world. I wish there were more
female designers at the big fashion houses, there is still such a discrepancy
there. There is something about women designing for women that can’t be
replicated.
"I also think Grace Wales Bonner is incredible, I love her collaborations with Serpentine Gallery and how she incorporates cultural narratives into her work."
What advice would you give to individuals when it comes to navigating
the fashion space now?
I would say be flexible, try different careers, see what you like. Give
yourself time to figure this out. Everything I’ve done until now has shaped my
career and it’s worth it to grow slowly and steadily than to rush and be
impatient. There is no rush in life! Our generation feels that everything needs
to happen quickly but then you don’t appreciate anything.
Also, don’t take feedback personally but as a way to grow. Listen to
your intuition. I can’t tell you how many people said not to go off on my own,
that it would be the wrong decision. I didn’t listen to any of them and have
never been happier or more successful.
What advice would you give to individuals who want to pursue a career in
styling and creative consulting?
Start learning from people in the industry and see what inspires you.
Experiment with friends and don’t be afraid to share your vision. It’s better
to have a distinct point of view than to try and be like everyone else.
Individuals whose approach to style/fashion you find inspiring?
I’m inspired by anyone who owns their vision and has an authentic
point-of-view. I think a lot of people try to reference others and it never
works. You can tell when someone is authentic.
What are some lessons you’ve learned through your experience working as
a stylist and consultant?
I’ve learned that you’re constantly growing and evolving and you need to be open to collaborations, ideas and not be closed minded. It’s okay to take risks, fail at something or change your mind. I think when you are critical and closed minded you miss out on amazing opportunities.
For updates, follow @ParticipanteJournal on Instagram. Find @LauraStoloff on Instagram.
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