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Head Girl at L’Ecole des Femmes - Laura Sfez

30 April 2015

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The Parisian clothing designer lives in LA, has a store on Melrose Avenue and a suprenant Instagram @lecoledesfemmes.

The creator of clothing brand L'Ecole des Femmes (The School of Women) has a unique, honest approach to her Instagram and it's a joy to follow.

How many other designers can be seen modelling their own designs in sexy shoots like this?

I never say, This won't appeal to women, I shouldn't do this, or men will think I'm too butch when I do that. Art is all that matters to me. Men and women are both invited.Id¬1av8ed]

But the powerful self-portraits on [link url=http://instagram.com/lecoledesfemmes]@lecoledesfemmes[/link] are in part promoting the clothing line designed and owned by Laura. This wasn't a conscious decision - in fact, in the beginning, she had to keep it a secret from her then husband. He told her it was 'unprofessional', 'ridiculous' and everyone would think she was a slut. He was embarrassed. But she doesn't regret it; My audacity to take a photo of myself in the very clothes I designed was the only dignity and self-love I had left in me, she said. I am glad I was brave enough to show my butter face* as he [Laura's ex] put it.

*Butterface, for those like me that had to google it means; A girl who is hot, except for her (but her, 'butter') face.

Is this a butterface?

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Laura takes the essence of everything that we consider French and sexy; Emmanuelle, the Gainsbourgs, french maids, cigarettes, trench coats, wet hair, lipstick, berets and whips them lovingly into shape, on herself, in her own clothes, all designed by her.

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It would be easy to believe her Instagram's success is down to her seriously hot images, but her 55k-plus following is about 50/50 boys and girls. My feed is not geared toward either gender. I do what I feel.

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It's a fact: the girl has got me hooked, not just on her collection (which I intend to eventually own in completion), but also her highly addictive Instragram which not only makes me want to wear her clothes, but to aspire to be that sexy in them.

Has the success of the Instagram had an effect on sales? Absolutely. "Instagram is an extremely powerful and positive visual communications tool that I owe a lot of my happiness to. It has a major and direct effect on sales and is my art gallery. I love Instagram."

L'Ecole des Femmes releases 5 new pieces a month. From the iconic tight slogan-led tee-shirts to a silky secretary blouse, solider dress, tight as you like mini sailor and baby-doll to a classic trench - her pieces are already reaching iconic status. "I've been designing since 2005. I love to make items that are uniquely classic in style and fit. Each ought to evoke a really memorable and special character in a film. The many films in my head."

Those films have been her inspiration up until recently, but now music has over-taken movies. "Emotions I get from music are what drive me more than any visuals. I tend not to tell anyone what music I listen to because my inspiration pool has become sacred to me. I want and like to feel alone about that. It feels good. It's all mine. And then I try to find a pretty way to share how it makes me feel because I don't know why, I am simply compelled to share how I feel if I think it's interesting."

Laura's passage to the fashion industry wasn't a classic one. "I became a writer for a few years after I optioned a story with Paramount Studios when I was twenty. And, after I failed to become Woody Allen a few years later I made a 23 piece collection, took it to a showroom in Los Angeles and it was a hit. I was 25 and knew nothing about the business but worked very hard at trade shows nationwide to spread the word. Then denim took over and killed me. I came back in 2011, opened a store for L'ecole des Femmes on Melrose Avenue and took up photography. Three years later I am here. Opening a new store on Melrose soon alongside an active online store. "

Does she get a lot of female attention? "I get a lot of female love, yes. Is it normal? No. It is awfully odd to me because I never had many friends and I always thought it was because I wasn't cool enough and it turns out it was the opposite (those bitches). However, those who admit to liking what I do are different, they are pretty unique inside and a lot of them show it on the outside too. I'm very fortunate to have the kind of female support I do from creative and brave women.

Her message is that she is 'free and uncompromised'. That, is clear. That is why we love watching her micro stories unfold. And that is why we're obsessed with Laura Sfez.

SHOP L'ECOLE DES FEMMES COLLECTION HERE

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