Laura Beverley from L’aura the Label. Image supplied.
Laura Beverley is the designer and co-founder of eco conscious brand L’aura the Label which was launched in late 2019. L’aura the Label is designed in New Zealand and ethically handmade in Denpasar, Bali, with an emphasis on relaxed silhouettes in natural fabrics. The brand offers a range of essential casual pieces alongside limited edition hand-painted kimonos and shirts as well as tailor-made batik garments. L’aura the Label is a reflection of Laura’s ethos of slow fashion and creating clothing in small numbers that will be treasured and last a lifetime.
We caught up with Laura to find out more about her brand, what inspires her and what you would never catch her wearing!
Tell us about your latest collection?
At Laura the Label we don’t really have collections. We specialise in hand-painted garments, so it is our paint theme that changes! Our first theme was titled ‘In Bloom’. Soon, we will introduce our next theme.
With our garments, we have a careful selection of kimonos and basics (comfort-wear) which are designed to last for life. These more or less stay the same. We simply add or discontinue items depending on the demand. Our newest garment addition is the Sania Skirt, named after our dressmaker’s daughter. It is a floaty skirt, designed to use up smaller off cuts of our kimonos so no fabric goes wasted. Like our kimono, it comes in off white, grey/blue, black, sea-green and royal blue. Recently we also added a Photo Print collection, featuring my analogue photographs from over the years, which are custom-printed for you!
What made you become a designer?
I don’t call myself a designer… yet. My partner Jimmy and I are healers at L’aura Healing, and we are currently in the process of creating a healing centre! A few years ago were coming up with ways to establish a steady income, online – specifically for the build. Every cent from purchases (after paying for production), go towards the build of our healing centre.
I have a background in photography and acting, and Jimmy has a background in graphic design and singing. So we are both creative, and with a range of skills from various jobs over the years, starting this label felt very possible. My auntie was an established fashion designer in New Zealand who I worked for in store and during fashion shows, and Jimmy’s auntie is a sought-after designer in Bali, and offered to help us! On one of my trips to Bali, we met our amazing dressmaker Ibu Ketut. I brought her my designs, favourite garments, and inspiration images. We began sampling, and she could translate what I was after into quality garments! It is a total team effort. We’ve been open for a year and half, so it is only the beginning!
Looks from L’aura the Label’s latest range.
What inspires you?
Describe your personal style and how it influences your designs?
Comfort wear that looks good. I literally design the kind of clothes I like to wear, then we make extra ones for you! Online at L’aura the Label, you’ll find garments and specialty products, that will last you for life. We predominantly make-to-order, which means we can tailor-make garments just for you too!
What is your all-time favourite purchase?
Hand-me-downs from people I love!
What wardrobe item should everyone invest in?
Basics, that can be dressed up with lipstick, or dressed down with sneakers.
Do you have a style rule you always obey?
Feeling good comes first. Looking good comes second.
I spent too many years feeling uncomfortable in my own skin. If you don’t feel comfortable on the inside, it affects your whole day. May our clothes simply remind you to feel comfortable in your daily life. If something more is needed deep inside, then our healing service is for you.
Looks from L’aura the Label’s latest range
What has been the highlight of your career so far?
My ‘career path’ has changed over the years. So feeling more and more myself has been the highlight. In that process, I notice I can take action on anything more effortlessly. With L’aura the Label, it feels more like a hobby than a business, which I hope to keep that way. All sales help grow our healing centre, and we are really starting to see it show! We keep a list of anyone who donates or makes a purchase. Later, we will carve their name into a wall of the centre, to honour their part in creating it!
What can’t you live without?
Love. Letting it in, changed my life.
Finish this sentence – You would never catch me wearing…
Clothes that are uncomfortable.