Ciara takes it to the next level with her new clothing brand LITA

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One of the purest displays of love isn’t the one you’ll find in the drugstore greeting card aisle or nestled between hydrangeas and tulips at your local florist. It’s the kind that’s written all over your face, a glow that radiates from every corner of your body and lights up your eyes. New York was in the throes of another gloomy summer afternoon when I sat in front of my Zoom screen to chat with Ciara, but her warm smile is the kind that brightens the day. We’ve seen that smile before, on red carpets and in music videos. But perhaps the most authentic version is the one we see on Instagram in every photo where she cuddles her three children – Future, Sienna and Win – or stands alongside her husband, NFL quarterback Russell Wilson, or embarks on adventures with her famous best friends LaLa Anthony. and Vanessa Bryant.

Love is pretty much Ciara’s hallmark, from the classic love songs she gave fans over the span of seven studio albums to the very foundation of her commercial endeavors. House of LR&C (Love, Respect, and Care), the fashion company founded in 2020 by singer Russell and Christine Day, was founded on this same premise. Just as love is an ever-changing feeling, so too is House of LR&C. So what happens when you combine your love of design, your love of wow red carpet moments, and your love of catering to all women? Enter: LITA, Ciara’s last act of love.

Launched today, August 26, LITA is her new fashion brand under the umbrella of The House of LR&C, led by Ciara and Christine Day, CEO and co-founder of The House of LR&C. The two bounced around a few brand names during brainstorming (although she didn’t divulge any finalists), but Love Is The Answer felt good. When you know, you know.

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“Love is the most powerful force on earth. A really special gift that we have as women is the gift of loving, and when we use that love in the right way, we can move mountains,” explains she does. “We can make it happen. Because you think about some of the most difficult times in life, any time you choose to lead with love it most likely works well. You are able to overcome things when you lead with it. love. You ‘You are able to mend relationships when you lead with love. You are able to mend broken friendships when you lead with love. This is the purpose of LITA, love is the answer. “

lita by ciara

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Other labels under the House of LR&C imprint include the Good Man brand, a brainchild of Russell that Ciara describes as “a great place between the guy who can do business meetings all day and then switch to clothes. sport” ; Human Nation was designed to appeal to Gen Z with comfy loungewear that’s perfect for nudging on TikTok. “[Human Nation] is sort of our Gen-Z influencer brand, but with a bit of that street flair. We have a lot of fun in this space. There is also a lot of pleasure in Lita – the pleasure of a grown woman. Lita talks about the innate sensuality and sophistication of Ciara’s style alter egos.

My ultimate goal for LITA is to be a woman’s best friend in fashion. I’m a high-low type girl, so I was able to put some of that influence into the line. I’m a tomboy too, so there’s going to be a little bit of edge and attitude in every room, “Ciara says. Lita was designed for the woman who wants to” steal but doesn’t have to spend an insane amount of money. ‘silver. “(The collection price is between $ 68 and $ 895)

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lita by ciara

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Inspiration for Lita has been drawn from several places, but the heart of the collection is a plush bomber jacket with a royal cheetah on the back. Of all the models in the collection – Dalmatian print faux fur jacket, sultry knit dress, leather pants – this is the Wildcat jacket that Ciara says is 100% her influence, as the unique royal cheetah spots l ‘help stand out instead of blending in.

“[The jacket] is so daring. The cheetah king is also part of the core of our identity. The black king cheetah has these three stripes on the back which for me add character. There is a lot of character in these stripes and there is also a lot of character in it. It is rare. She is a protector. She’s bold, ”Ciara explains.“ That’s who we are as women. Getting back to the love and uniqueness of us, and we are a rare breed as women. “

At this point in our conversation, Ciara dons another of her many hats: the stylist. Like an avid show and tell day child, Ciara begins to search for samples in her office to demonstrate the versatility of each piece. “The cardigan dress, or ‘Cardi’ can sag during the day if you pair it with a sneaker or at night if you wear it with a boot. Then you can dress with a heel as well,” she says. enthusiastically showing me a glimpse of some black combat boots that she would pair with the dress. She doesn’t have it on hand, but the leather sweatpants are another of her favorites because they are super comfortable and make a woman’s “tushie” look great. She blushes when she says tushie. “I say tushie to my kids because I don’t like using the other word,” she says.

lita by ciara

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Of course, the design doesn’t eclipse her love of music, but the two challenge Ciara in different ways. “With music these days, with streaming and digital platforms, you can move things around a bit more. With clothes, you can’t be like, Oh, well I think I’ll ship this line for next month. No, because there are seasons and there is a way to buy clothes from retailers, and there is a whole process, ”Ciara adds. The seasons of the fashion calendar have become a real fit for the new designer. “You can’t move. deadlines and deadlines around as much as you can in the musical space. This is one of my biggest challenges, but I am fortunate to be creative at all levels on both fronts, music and fashion. So that’s pretty cool, ”she says.

Love is carefully woven throughout the collection, right down to the materials used to make each product. According to Ciara, sustainability is one of the biggest acts of love consumers can enjoy right now, which is why Lita uses mindful materials that stand up to your wardrobe.

“At home, you don’t have to sacrifice fashion to be sustainable. We think about sustainability. It was really important to factor sustainability into every part of the process and to put love into every part of the process. process. And being able to have an environmental impact at the same time. It all comes down to love, “Ciara explains. The same passion she has for fashion translates into her mission to impact the environment and the world.” C It is more than an opportunity to create cool fashion designs and keep my ladies flying and fashionable all over the world. There is also this great opportunity to make a difference together, which is why we give back 3% of what we make. We are a donation first business, ”explains Ciara. Before the money hits Ciara, Christine or Russell’s pockets, three percent of sales go to Wilson’s Why Not You Foundation, which supports organizations that provide children with educational resources and raise funds for healing and treatment. pediatric cancer. “Having the opportunity and the platform to do all this good is a big part of” why we’re doing this. “”

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