Pink Macaroon!

Adorable chihuahuas. Bright pink hair. Unicorn prints. What do all of these things have in common?

They're all hallmarks of Sarah Ruth, the creative mind behind an up-and-coming American lolita brand.

When I saw the first print of this new brand, I knew that I had to have some pretty unicorns for myself! And I knew that you, my wonderful readers, would love to hear more about the girl behind the fabric! So without further ado, I set out to find what really makes Pink Macaroon tick.

Lolita Charm: Tell us something about yourself - locale, interest in fashion, etc.
Pink Macaroon: I live in California with my husband and work full time in the fashion industry. I also as a freelance children's shoe designer for "Livie & Luca".
I adore all kinds of fashion, particularly children's clothing and vintage and historical clothing. My hobbies include crafting, traveling, hiking, karaoke, going out to dinner with my friends, and walking my chihuahua Mae.

LC: How did you get into lolita?

PM: My love affair with Lolita fashion began in the summer of 2001. It was during my first trip to Japan, and having read the "Fruits" fashion book I was very eager to visit Harajuku and see all the colorful street fashion. I was overjoyed by the creativity of Japanese fashion, it was very inspirational. At the time, I did not have a concept of what lolita was, but when I saw loli's on the streets in Sunday in their finest, it was like love at first sight! Later in the trip I visited a bookstore and saw a peculiar magazine on the shelf. It was volume 5 of the "Gothic and Lolita Bible". I bought it right away and had my boyfriend translate every article. I have been hooked ever since!

Starting the fashion has been amazing experience. It helped me meet so many wonderful people in my area and abroad who have become valued friends. It's also given me the opportunity to work for great "for lolita" organizations "Cosplay Oneesan", and model in two Angelic Pretty US fashion shows.

LC: What style of Lolita are you interested in and why?

PM: I particularly enjoy sweet lolita style. It is the style I dress in most often. It's difficult to express what exactly draws me too it. The color palette perhaps? Lovely light pastels, mints, colors that remind you of candies and toys. Or maybe just that sweet lolita refuses to take itself too seriously? I admire that there is nothing it will not do, no boundary it will not push. From the tasteful into the ridiculous, sweet lolita touches on them all at one point or another. It's hard not to feel happy or care free in such outlandish clothing.

As I've gotten older I have gravitated more to classic & country lolita styles. With country lolita I love the berry motifs, the straw bonnets, and the look like you are walking into a picnic. It's a very, very charming and natural look, great for going outdoors. With classic I enjoy the historical silhouettes and feminine styling which I have found often transition easier into a daily wardrobe.

Really though I enjoy all the styles of lolita. I think it's fun to dress in each different one depending on your mood or event. I have friends who dress in all styles, and I always look forward to seeing what outfits they come up with.

LC: What made you decide to start your label, Pink Macaroon?

PM: I graduated in 2007 with a BFA in fashion design, and currently work in the apparel industry. This has experience has given me a passion for clothing and an intimate knowledge of its construction. While I love my full time job, I wanted a side project where I could utilize my skills to execute designs for a personal label. Lolita has been such an influence on my life, that I want to pay homage to it by reinterpreting it in my own way. Pink Macaroon is the fruition of that dream.

LC: Why did you choose the name Pink Macaroon for your label?

PM: In the spirit of sweets and alternative flavors, came the name Pink Macaroon. Not to be confused with the French macaron, Pink Macaroon is in reference to the delicious coconut and almond pastries found in bakeries and even grocery stores. I'm a huge fan of sweets in general and like coconut and almond flavors which are the typical flavors of the Macaroon.

While the Macaroon is not often one of the most decorated of sweets, its flavor and the retro kitchy-ness associated with them make it an interesting sweet. It's original and quirky, and I rarely hear of a person disliking their taste! The "pink" part of the name came because pink has become such an indispensable part of my identity (as my friends can attest) it had to be added somewhere. ^-^

LC: You say your label is a lifestyle brand. Could you expand on this?

PM: I would like to think of this new label as a "Sweet Lolita lifestyle brand", to have it embody the values and aesthetic of lolita culture and style. A "By a lolita, for lolita" label so to speak. Many of us are drawn to the fashion for very similar reasons. We all have a unique take on life that has shaped not only our fashion but our community as a whole. Lolita is such an interesting and multifaceted fashion movement, and I want this line to be a celebration of Sweet Lolita commonality and interests. For example, the feedback so far on unicorn fantasy has been interesting. Many people have easily guessed the inspiration for the print and were pleased with its sources. I am beyond happy to hear this feedback, and wish to keep producing prints that touch on themes that lolis love and have in common.

LC: What do you want your customers to get out of your brand?

PM: My ultimate goal is to provide a beautiful, unique, and high quality products that my customers can love and enjoy as they would any other lolita brand. I want them to enjoy what they wear and feel special every time they put on a garment or accessory. I am very happy to have the opportunity to finally be realizing this dream.

LC: What was your inspiration for your new line, Unicorn Fantasy?

PM: I wanted to create a print that would relate easily to what lolitas love but would fill a needed void. Bunnies, Cakes, and Carousel horses, are all motifs I adore, but other brands have addressed them beautifully. I thought that unicorns were a fun fantasy creature that seemed so very, very sweet loli, but no brand had ever used directly for inspiration. The actual print design was a mix of many things that I liked growing up, and many lolis still love today! My Little Pony figures, the Last Unicorn movie (which I have seen at least a thousand times!), and Lisa Frank trapper keepers (the 1980's trapper keepers in bright colors with unicorns, horses, leopards etc). The color in the print keeps to the candy themes of sweet loli so it can be mixed and matched in a variety of coordinates. I also wanted to create a print that could have a matching plushie bag. I'm addicted to stuffed animal bags. ^_^

LC: What sort of motifs would you like to work with in future?

PM: Many are already in the works. Some motifs that may arrive in the future are, a "Lolita meets Marie Antoinette" print, a bunka doll print, a Siamese twin print, and a circus poodle print. I would also like to work with more pink and black motifs, as well as sweet patterns with spring colors and white backgrounds. More then anything, I would like my motifs to reflect the interest of the lolis wearing them so I will keep an eye out for what motifs are really desired and missing and create around this.

LC: What sort of items are you interested in producing in future?

PM: Certainly more printed goods! I would also love to get into cutsews as they are such functional items, and a valuable part of a wardrobe. One item I am very excited about that will be produced in the near future are acrylic plastic necklaces cut in various adorable Loli-specific motifs. Recommendations for new items are always more then welcome!

Labels: interview, shopping

posted by Victoria Suzanne @ 7:55 AM