Behind the Sustainable Seams: Quarantine Couture with Lurell Mouske
“The city of dreams,” “the city of angels,” “Dreamland”… Los Angeles goes by many names. It is the place where creative minds flourish and compelling aspirations are achieved (if you put in the work, of course), and the creative and aspirational mind of Lurell Mouske, founder and designer of the luxury label, Lurelly, is no exception. “I’m a Jamaican girl,” beams Lurell, “living my dream” by redefining luxurious seams in the city of dreams.
Los Angeles is deemed one of the few hubs in the world credited for innovative ideas that spark movements and that change the way we operate. With over 194,000 Instagram followers, designer and creative mind Lurell Mouske is recreating the meaning of luxury fashion through her namesake label, Lurelly. By sourcing materials exclusively from Los Angeles — essentially cutting out transportation — Lurell is dramatically slashing her brand’s carbon footprint. Moreover, by recycling, reducing, and reusing fabrics that are considered “dead stock,” Lurell is “designing and curating” her “timeless, elegant, sexy, and luxurious” brand without compromising the world, all the while empowering women.
The world, however, has been compromised and halted by the spread of COVID-19, and Lurell, like so many others, is adhering to social distancing practices to ensure the safety of herself and her community. Her creative mind and compelling aspirations, however, cannot be quarantined. “I’ve been keeping busy during quarantine by working out, taking rest when my body shows me I need it, designing and making a couple of pieces at home,” shares Lurell. “I’ve also been doing a lot of research on how to make Lurelly more cozy and sustainable all while being the luxury brand that it is.”
Fortunately, due to Lurelly’s expanding online format, Lurell is able to continue working from home, focusing on “researching and designing future collections,” trying her “best to create some content and sew a project;” further “planning out the direction of the brand.” Beyond her innovative efforts with Lurelly, Lurell has structured her daily routine with an emphasis around ways to “keep [her] mood up.” From her morning celery juice, to “getting a quick workout in — on a good day,” laughs the designer, to making her favorite Greek salad, to watching Sex and the City, Lurell is finding simple ways to stay positive.
Along with many others, Lurell has found this time to be extremely anxiety-ridden. “For anyone dealing with severe anxiety, I know exactly what this is like. You are not alone,” empathizes the LA native. “I would suggest finding some quiet time to sit and pray; five minutes of meditation works wonders; or get outside for an appreciation walk and look for the things you like and name them.” For those who are unable to go outside, Lurell suggests “making a list of things you like about yourself and your life. That will put you in the ‘now’ and reduce your anxiety.” Quarantine can either be a time for anxiety or a time “to figure out who you are and what you want,” Lurell continues, “Quarantine is the perfect time to get curious about your life, about your goals, and who you want to be when this is all over. It’s the perfect time to reset and start over or to continue to a better, more fulfilling life.”
The young designer’s perspective certainly has a positive influence on her ability to inspire herself as a designer and content creator, even while having no time outside, no travel, and no outings. “It was hard at first,” Lurell reveals, “but then I got inspired by myself. I asked myself, ‘What do I need right now? What would I like to wear? How would I like to feel?’” These reflective questions sparked the idea for cozy loungewear, “coming soon to Lurelly,” and more. Lurell continues to design pieces for her brand and post them on social media. “I’m working on a few pieces at the moment, some cute ideas that pop into my head late at night,” teases Lurell, “They’re looking really cute! So stay tuned for more.”
Let’s get more cozy with Lurelly!
As it seems the official uniform in this time of social distance has become sweatpants - which is still a cute look - do you think it is important to also put the sweatpants away and dress for the day or for the night?
Sweats are a necessity right now. However, I find dressing up so invigorating, so yes it’s very important. Style is a way for us to express who we are. I feel like I’m breathing new life into myself, I feel fancier and prettier through my clothes since I don’t get dressed as I used to on the daily since quarantine.
With the beautiful ability to style covet-worthy looks, what is your go-to outfit to feel good during your time inside?:
My go- to outfit surprisingly for a mood booster is a gown. Or just to chill, I go for something sexy and light - silk pants and a crop top.
When this is all over, what is the outfit you intend to wear on your first day out and about? The first place you will go?
When this is over, I am wearing our ‘Sweet Heart Polka Dot’ Skirt and Top to get coffee at my favorite coffee shop. Hopefully, a tropical vacation with Lurelly swim will come soon after.
As we are all practicing social distancing and spending almost all of our time at home, I imagine you have had a lot of time to reflect on your past, present and future. What are you most unapologetic for? What will you never take for granted?
What I am unapologetic for is spending my 20’s working hard at my dream. What I’ll never take for granted is time with my family and my friends. Being in quarantine made me realize how important family is: my girls, my friends, and the bonds we share.
Give us a hint, what can we expect to see from Lurell Mouske and Lurelly when life returns to somewhat “normal”?
I’m still in the process of uncovering our precise future as we are growing and changing, but you can expect a new bridal collection and new collections all around. We’re working with more sustainable fabrics and trying to improve our impact in fashion as well as maintain the luxurious look and feel of the brand.