Maria Lopez worked at upscale St. John clothier for 12 years.
The former St. John vice president of design helped dress movie star Angelina Jolie, who was the face of St. John for three years, Hillary Clinton when she was the First Lady and Jamie Lee Presley for the Emmy’s one year.
But in the summer of 2008, Lopez left the fashion house to pursue her own brand.
That Irvine-based clothing label targeted at women ages 25 and up is called 2627, which is a combination of Lopez’ Jan. 26 birthday and her silent partner’s birthday, May 27. The process from design to store shelves took about six to nine months.
“The collection and idea have been on my mind for a long time,” Lopez said. “So once I decided to make the move to start my own collection, I really hit the ground running.”
The line will launch at Pink Laundry in Newport Beach Sept. 13. The brand will be available in other stores, including American Rag at Fashion Island in Newport Beach., Sept. 15.
“We are focusing on better boutiques throughout the country,” Lopez said. “But with the initial launch, we have focused mostly with stores on the West Coast.”
Nationwide, sales for women’s clothing fell 5.5 percent in the year ended June 2009 vs. June 2008. However, it rose 1.2 percent in the year ended June 2010 vs. June 2009, according to The NPD Group, which collects retail data.
Below is a Q&A with Lopez:
Q. Why did you launch 2627?
A.I wanted to create something that I would actually wear and would fit my lifestyle.
Q. How old are you and what is your lifestyle?
A. Fabulous and 40. I live in Irvine. Lifestyle: hard-working, fun-loving, easy-spirited, love the beach, sand and sun. Love walking my boyfriend’s dogs on the beach, love having cocktails with friends and family when time permits. Love to laugh.
For years I designed for a conservative woman. Although it was very fun, it wasn’t how I lived my life and it didn’t allow me to express all sides of my personality. I wanted something that spoke to my happy, free-spirited, fun-loving personality. Girly, youthful, flirty, sporty, sexy. I learned and grew so much as a designer, but my personality never came through with my St. John designs. I was so limited as to how I could express my personality.
Q. Describe the St. John outfits you dressed Jolie, Clinton and Presley in.
A. Jolie – charcoal grey silk chiffon strapless gown for the Golden Globes in 2007. (Lopez collaborated with Kelly Gray on the dress for Jolie.) Clinton – emerald green signature knit with a French Gold lace overlay with Swarovski crystals and a column length emerald green skirt. (She wore it) at the White House during the time that Bill Clinton was being inaugurated. (She didn’t wear it for the) actual inauguration. Jamie Lee Presley – Emmy-nominated dress three years ago. “1921 Erte inspired dress” black/gunmetal, hand beaded, tailed floor- length gown.
Q. What are 2627’s five most popular pieces so far?
A. These selections were based on best booking styles and best reactions at shows/appointments etc.
1. The legging is made from a bamboo cotton Lycra that feels buttery next to the skin and makes you feel sexy and slim. There is a zipper on the back of the legging, inspired by a French seam on the back of French Hosiery. Retail: $90.
2. Kimono dress is a viscose crepe, Kimono sleeve, draped, open back mini dress. Daring enough to wear as a dress or with leggings. Retail: $185
3. Flashdance French Terry Tunic – This is an off the shoulder “Flashdance” inspired tunic. The fabrication is a double washed French terry burn out that gives it a vintage look. The fabrication is lightweight and easy to wear with leggings or denim. You can dress it up or be casual. Seasonless. Retail: $120.
4. Capri Slouchy Sweat pants – double washed French terry burn out that gives it a vintage look. Sits lower on the hips and hits below the knee. Capri length sweat pants are very popular right now. It’s taking the casual look and making it fashionable. Retail: $95.
5. Racerback French Terry Vest – double washed French terry burn out that gives it a vintage look (that’s) very popular right now. Darling front button-up vest with a racerback. Retail: $88.
(American Rag will carry all five pieces. Pink Laundry ordered all of the above pieces except for the Capri pants.)
Q. Are 2627’s price points chosen to sell in a recession?
A. Yes, my prices are definitely keeping the recession in mind. I’m offering my customers the most quality for the value.
Q. How are you marketing to your customers?
A. I hired a public relations agency to help me with pitching stories as well as getting product placed in magazines. They are also helping me with social media marketing with my Facebook and Twitter pages.
Q. When and why will you launch a children’s clothing line?
A. Fall 2012. I love children and love it when I have the opportunity to dress up my nieces or make pieces for special events for them to wear. So designing a line for them came intrinsically. (The line will include) leggings, tunics and similar pieces from my more casual pieces in 2627, but with a much younger approach.
Contact the writer: 714-796-7083 or htnguyen@ocregister.com
