Spotlight // Echo + Air
Does L.A. have a style? With so much diversity it’s hard to pin down. But if there’s one look the city perfects it’s the carefully-careless casual.
Los Angeles-based designer Jordana Howard takes L.A.’s carefully-careless casual style to a whole new level. Howard’s label Echo + Air redefines basics into new wardrobe favorites that are both distinctive and wearable. Thoughtfully constructed tops, sweaters, skirts, dresses, and leggings feature stunning experimental drapes and cuts, high quality fabrics, and modern colors. Adopting a Japanese approach to pattern design, Howard has dreamed up a totally fresh take on traditional silhouettes.
We met Howard for coffee to discuss her favorite pieces, a new fall line, and her non-fashion muses.
What led you to fashion?
I went to the Fashion Institute of Design and Merchandising in Los Angeles and I actually have a background in social work. My first degree was in sociology. I know, it seems unrelated to design, but when you think about it fashion really is sociology. It’s trends and cultural elements coming together.
I had worked several different jobs, got laid off, worked commercially, but I felt this strong desire to work for myself. I was always interested in drawing and clothes. I had to ask myself, “What is gonna make me happy?”
What inspires your designs?
I had an interest in vintage early on. It was really the construction of it that I appreciated and interpreting the design. Now I’m more inspired by my moods, emotion, and feeling. I knew you were going to ask me this, but it’s hard to describe my creative process! Whether it comes from music, art, dance, or film, it ultimately stems from a feeling.
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How would you describe your work?
Thoughtful. Echo + Air is unique, but wearable. I want it to make you feel like a better you. Not in a superficial way-that’s just the power of what clothes can do.
Doing things the right way is important to me. There’s so much hard work that comes with management and development of a line-finding the right fabric and maintaining excellent quality. Longevity and sustainability are huge. Everything is made in Los Angeles. I think it’s necessary to have an awareness of what’s happening, as unglamorous as it may be. That’s why I appreciate brands like American Apparel who take a stand.
Do you have a favorite piece?
I love the drape and cut of the Spiral Dress. It’s my go-to dress. Another favorite is the flattering Watteau Top.
You mentioned your use of Japanese pattern design. What does that mean?
In short, it’s a technique for thinking about a piece holistically; how the fabric works as a whole silhouette. Silhouette is a passion for me.
What are you looking forward to next?
I’m focused on marketing the fall line which includes digital custom prints that I’m excited about. We went to Joshua Tree and it was so inspiring and influential. Spring 2015 is in early stages of development. Long term, I’d love to collaborate with other artists, designers, any other creative forces.
What advice do you have for aspiring designers?
I’ve learned you’ve got to be flexible. Adaptable. I mean, always stay true to your vision, but it can take a lot of patience.
Follow Echo + Air
Instagram and Twitter @echoandair
Facebook
www.echoandair.com
Photography by Carlos Quinteros Jr.
Words by Christi Thompson
