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Hot, new reality show City Girl Diaries is still early into its season, but there’s one thing we all can be sure of in terms of cast-member and designer Leila Shams: she’s tenacious and is determined to make her current attempt to break into fickle fashion world a success.
Tin Shingle recently had the chance to go behind-the-scenes with Leila and talk entrepreneurship, her new series and the ups and downs of launching your own line. Read on for her no holds barred answers!
When were you first inspired to dedicate your professional (and personal life, let’s be honest) to fashion?
It’s honestly all I ever wanted to do. I never imagined myself doing anything else
What made you decide not only to work in fashion, but to take the risk to design your own line?
I was working for Express at the time and they laid me off and gave me a nice severance. I applied for an LLC that same day. It was the best day of my life.
You haven’t hidden the fact that you made mistakes in the past as you’ve grown your business. How have those helped shape who you are today and how have you recovered from them?
Every time I think I’m the shit, I suffer some enormous set back. It’s certainly taught me humility and that nothing happens overnight. I just don’t give myself the option of giving up. People always ask me why I’m still doing my line since it makes no money. It never occurred to me not to. I have a full time job but working for someone else has it’s own set of soul crushing moments. I like doing both.
How do your friends and cast members on City Girl Diaries influence you as a designer?
They hardly ever ask to wear my stuff. It made me realize a lot of my things don’t really work for most body types, especially when you’re being photographed or filmed. I imagine what they would want when I design now.
Do you think being on the show helps or hurts your brand?
I wouldn’t have done it if I thought it would hurt my brand. But if no one watches it it doesn’t help either. I think fashion has gotten past the reality show stigma that some of the Project Runway people dealt with.
What are a few of your professional dreams as a designer?
To design accessories and home goods. And to have someone else deal with the production and money part.
What celebrities would you love see wearing your apparel?
Rihanna, Kate Moss, the Olsens, Lindsay Lohan… Lindsay wanted to borrow something for David Letterman and my PR asked if I was willing to lend her clothes. I love her! Nobodies steal stuff all the time, and I’d much rather have her steal something. I gave her a leather jacket too. She never wore any of it.
What advice would you give to other aspiring fashion designers?
If you’re interning somewhere, go way beyond what is expected of you. And dress the part!
Want more Leila? Find her online via her website, Twitter, Facebook, Instagram, Pinterest and blog!
