Leila Shams is the fashion designer adored by many celebrities like Kelly Clarkson, Katy Perry, Vanessa Hudgens, and more. She recently sat down with Hamptons.com to discuss the launching of her latest brand of swimsuit fashion for women, TA3.
When asked about her early career as a designer as well as the realization that she wanted to enter the field, Shams said, "I can't remember ever wanting to be anything but a fashion designer. I was always artistic, and my mom was very into fashion. Her looks were always completely over the top. She made her own jewelry and shopped constantly. There was definitely an element of wanting to impress her."
"I learned that fashion isn't really the place for creativity. That takes a LONG time to learn," said shams regarding her experience with brands like DKNY and Tommy Hilfiger, and how working for them has helped her with her own business. "Most of us become fashion designers because we're creative and we design a lot of unsaleable stuff in the beginning. But it's a business, especially in New York. You need to make things people actually want to wear. And hardly anyone wears crazy things. The trick is to put a small twist on something, not reinvent the wheel. What you really need to succeed in fashion is intelligence, personal style, and an obsession with sales."
When Shams was asked when she knew it was time to launch her brand, she said "TA3 is my second brand. I launched my first "LEILA SHAMS" collection while I was design directing big brands. I had all this creativity that needed an outlet. I did everything I love: giant animal prints, hardcore embellishment, heavy washed leather. Stylists and celebrities loved it. It was worn by Kim Kardashian, Kylie Jenner, Nicki Minaj, Kelly Clarkson, Katy Perry... But it never made any money. Now I paint when I'm feeling creative. I design garments to make my customers look and feel better."
When asked about the biggest surprise after opening her latest brand, Shams said, "How easy it was to sell! OMG such a dream. I launched this summer when so many women were feeling self conscious about their quarantine weight gain. It was incredible making women feel good about themselves in such a tough year. I just hope I can meet the demand come spring. It's been a rough winter for all of us."
Information originally sourced from Hamptons.com.