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Why & How More Apparel Brands Should be Sustainable

When I launched THIS IS A LOVE SONG, I decided my target consumers would be millennials. As of this year, millennials hold the most spending power out of every generation. In the United States alone, they spent $200 billion in 2017, thus becoming the target for entrepreneurs across the globe. The question we’re all asking is: what do millennials want? According to the Deloitte Millennial Survey 2018, millennials “yearn for leaders whose decisions might benefit the world—and their careers.” The vast majority of consumers prefer businesses that care about social change, and millennials do their research; they know when charity or movement is exploited to better a company’s image. Millennials want to know where products come from and if they...

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A love letter...

When THIS IS A LOVE SONG launched in 2012 we looked a lot different and we were more street than sexy, more cool than conscious. Over the years the brand evolved a lot and as I grew older the designs changed with me. We started toning things down, focusing more on essential pieces but still with that little cheeky twist. We started to introduce more of a city and sporty vibe when we branched out to Los Angeles too. During this phase I realized I started to design for two girls - the go getter who was on the scene of everything and never missed a beat (or a festival) and the other who traded those nights for a quiet...

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