The best thing about walking around Culver City is you never know what you’ll see. If you’re in the Arts District you might notice a new mural or an exhibit, and if you’re on Main Street you might stumble upon a new shopping experience. That’s what happened to me the day I was walking to “Grand Casino Bakery” for a croissant and a drink and I passed by “Lasta Icelandic Fashion Shop” located at 3816 Main St.
In the front display window was a gorgeous chartreuse lace dress, with a dark belt, accenting the side. I’d never seen anything like it, so I decided to go inside and ask if I could do a store profile on them. Unfortunately they were closed so I wrote them a note, attached my business card and slipped it under the door.
About a week later I got an email from their Creative Director Erica Sanae, inviting me to check out their website at www.lastashop. com, and to set up an interview with co-founder and CEO Helga Olafsson when she returned from Iceland. Once on their site I saw some of the most stylish and unusual designs I’d seen in years that were reasonably priced and accessible.
Designer Eyglo Margret, who created the “Eyglo” collection, stood out for me because of the way she incorporated an intricate print on her “quilted marble dress.” Contemporary and futuristic it added a fun twist to the traditional chemise. A former intern with Bernhard Willhelm and Jeremy Scott, she has a flair for architectural shapes and interesting details that will appeal to women who’re non-conformists.
While I was perusing the site I wondered why Iceland was “trending right now” and what’s so special about its fashion scene? After doing some research, I found out some interesting facts about the country and the culture. They have more bookstores than any other place in the world, and literature is highly valued. Two of their most famous writers are Halldor Laxness and “modernist poet” Steinn Steinarr. Icelanders are very close to their communities and sexual equality is the norm. Education is essential and as a result their school system ranks high.
Since individuality is considered very important in Iceland, the country’s small size motivates its citizens to develop unique ways of dressing to remain true to their sartorial visions. The U.S. was introduced to their look through television shows like “The Killing,” “Wallander” and “Borgen” and mystery writers such as Steig Larsson, Henning Mankell, Jo Nesbo and Karin Folsum. The strength of the style comes from the contrast of “the washed out colors of the atmosphere” that act as a backdrop against their tense dramas.
One of my favorite characters on “Borgen,” “journalist Hanna Holm,” regularly wears scarves casually wrapped around her neck, eyeglasses and a ponytail. In lastashop. com’s blog, “Nordic Noir-Inspired Fashion: Get The Look” they tell you how you can copy her style by wearing, “a scarf in South America print by Rakel Blom.” The scarf and Blom’s North American and South American printed scarves, pants, shorts and short cardigans are available on their site and in their store.
Tall and striking, with lovely blond hair that compliments her vibrant complexion Helga Olafsson reminded me of Holm when I met her, because she exuded such vibrancy and passion. Originally born in the capital city of Iceland, Reykjavik, she told me she’s only been in the U.S. for four years, and she chose L.A. over New York because her son lives in the Southland and she loves the weather.
“I was also encouraged by how the entertainment business influences the city,” she said.
Conscious that celebrities are more daring in what they wear than the mainstream, she hoped they’d respond to the clothing at lastashop.com with more enthusiasm. When I asked her how she was reaching out to potential celebrity clients, she replied: “We’ve worked with various bloggers and stylists to get their attention, and we’ve been featured in “Racked New York,” “Racked Los Angeles,” “L.A. Canvas” and the “California Apparel News (LastaShop: Iceland Loves L.A. Fashion, by Andrew Asch, November 27, 2013).”
Two years ago in L.A. Olafsson co-founded lastashop.com as an “online-based retailer” to work with young, up and coming Icelandic designers, and other manufacturers, in similar circumstances. In order to drive more customers to the site, she and her team recreated it as a store. Earlier this year, they coordinated a pop-up shop in New York’s Nolita district “sponsored by the Consulate General of Iceland in New York.”
Intent on exposing and educating the world about Icelandic and Nordic fashion Olafsson felt the timing was right for her company because so many people are interested in Iceland right now. When such a wide range of customers visited the popup shop, from teenagers to artists, she knew her instincts were right. Encouraged by their response she believed a free-standing store would work in L.A. too.
“I chose it because I liked it. It’s close to Beverly Hills, the studios and art galleries,” Olafsson said.
After learning how small Iceland is, where it could be said that everyone knows everyone else, I could see why Culver City appealed to her: Main Street has the same small town vibe. Over the years that I have lived and worked there, I’ve noticed how friendly the people are and how much they love attending the Farmer’s Market, going to new stores, galleries, restaurants and movies in the area.
Raised in a household where she was surrounded by her father’s art collection of paintings, she also remembers Iceland was influenced by America in the past because of the Naval Base that was there. Her management approach for lastashop. com came from her career in music and entertainment. Until 2003 she owned her own record label and production companies, which she sold to go into the fashion industry fulltime.
“When I went into fashion, the people I knew weren’t surprised, because they said I was always into it,” Olafsson said.
Her professional background helped her connect better with the designers she met and worked with. She realized that artists have their own way of doing things, and fashion and art “go hand-in-hand.” With its unusual name I just knew “Lasta” meant something exotic in Icelandic, but when I asked her she said, “It doesn’t mean anything in particular; the name just came to me.”
Neatly arranged to stimulate easy browsing, the clothes are described by Sanae, “as a little bit avant-garde, a little bit unique, with a lot of personality.”
“They’re meant to stand out in your closet and not blend in,” she said.
Distinguished by either a lot of black, by companies like “Absence of Color,” or a lot of prints by “Rakel Blom,” “Helicopter” or “Mundi” the silhouettes are relaxed and casual enough to fit in with how women in L.A. dress, but are also different enough to make the wearer stand out.
For anyone who’s ever shopped online there’s that moment when you see something, want to buy it, but you don’t know how it’ll look on you. That’s what’s so great about “Lasta,” someone can actually show you how to wear whatever you see on the site in the store. Following my interview with Olafsson, Sanae took me out to the racks and demonstrated how the multicolored print “Luciana” dress with an uneven hem by “E-label” could either be worn as a dress or a top with a pair of black leggings. She also then showed me how a “Ziska’s Disa” dress could be worn by either a woman with a slim physique or her curvier sister by changing the position of the belt.
Flattering, without being too revealing, and show stopping to boot, if you’re searching for something that will satisfy your fashion senses visit “Lasta Icelandic Fashion Shop” for a mind-blowing experience.
Designers available include: E-label, Helicopter (Helga Liljalis is the founder. “Upscale looks that combine comfort and wear ability with individual style”), Svala “KALI” Bjorgvinsdottir (“Icelandic singer, songwriter, pop star and front woman for the pop band “Steed Lord”), LASTA is “their signature brand,” Mundi (“Designer/ artist. His designs incorporate his background as a graphic artist.”), Ziska (Harpa Einarsdottir graduated as a fashion designer from the “Iceland Academy of Art.” She’s known for her art and illustrations. She’s the owner and head fashion designer for Ziska), Rakel Blom, Eyglo, and Unnur (purses).
Lasta Icelandic Fashion Shop is located at 3816 Main Street in Culver City. Their website is www.lastashop. com. For more information persons interested can call (424) 201-6800.