Eva Guerrand-Hermès works out a solution to tired fitness wear.
Eva Guerrand-Hermès believes women want more than wicking and reflecting out of their sportswear; they want freedom, versatility and world betterment—and a little lace and cashmere wouldn’t hurt either.
The Montecito- and Paris-based co-owner (with CEO Bernard Mariette) of athletic clothing label Lolë sees her company as an antidote to the “pure-sweat classic model” by offering separates that aspire to the soft lines of Donna Karan and the structural vision of Jean-Paul Gaultier while facilitating a modern woman’s lifestyle and wellness. That final point prompted the 2010 launch of Lolë’s White Tour: a series of globe-spanning large-scale yoga sessions that lured thousands of practitioners to classes in awe-inspiring venues such as Paris’s Grand Palais and Montreal’s Olympic Stadium. This year’s circuit will include stops in L.A. and New York.
“Well-being is at our core,” says Guerrand-Hermès of Lolë, which stands for Live Out Loud Everyday. “So we wanted to create a collaborative movement to bring people together in a unique and memorable way.”
Lolë’s newly launched White Label takes its name from the traveling retreat and marks the brand’s debut luxury line, with pieces that range from perfectly draped pants in sand-washed silk to lingerie-inspired sports bras with sheer racerback detailing. And while the looks don’t come wrapped in the iconic orange box synonymous with Guerrand-Hermès’s family name, they do share the fashion house’s consummately French sophistication: “There is a reminiscence of eveningwear everywhere,” says Guerrand-Hermès. “But with a daytime wearability.” 714 State St., Santa Barbara, 805-770-7948; lolewomen.com.
Edited by Jenny Murray.
Written by Melissa Goldstein.