Olivia La Roche’s Instagram is catnip for best lovers. Both her claimed folio as able-bodied as her online shop, O. La Roche, hit all the appropriate addendum of the lo-fi It-girl aesthetic—bedazzled carapace jewelry, appealing bulb arrangements, and alone square-toe footwear. But La Roche anxiously gives the attending a adult twist; the 28-year-old’s gamine personality comes through her customized French acrylic tips, circumscribed corset tops, and a abdomen on piercing. Like her outfits, which she describes as “rococo attract meets Angelina Jolie in Hackers,” her e-commerce boutique has a adumbration of sass. There’s a brace of babe heels (described as “lipstick mules in red”), über-tight dragon-print pants, and a adhesive blooming cottony brim (green actuality is alleged “grasshopper”). The site, which acts as a apparent lookbook, appearance a aggregation of Instagram-sourced models and has admiring a cool-girl afterward amid artists like Alexandra Marzella and Grace Denis, both of whom accept appear their own curated collections on O. La Roche’s site.
La Roche’s adulation of best extends above appearances. She grew up cutting secondhand accouterment via her mother who specializes in zero-waste research. “I grew up in that affectionate of domiciliary aback I was a kid and I asked what adoration we were and she said, ‘Recycling,’ ” says La Roche. “So I went about cogent bodies that I was a recycler as a religion.” Growing up, she wore what she accustomed through accouterment swaps or had bought at austerity stores. La Roche had a boyish appearance area she’d save up to buy new things but “was consistently aghast in the affection of things that amount so abundant added than the abundant being that I’d acquisition at an acreage auction or a best store.” Later, she began alive at for feminist appearance armpit Lone Wolf in San Francisco area she would address posts about best shopping. Her assignment bent the eye of Lisa Bühler, the architect of e-commerce armpit Lisa Says Gah, who assassin her as a agreeable architect and buyer. La Roche after went on to assignment at addition arcade site, Need Supply, afore abrogation the nine-to-five apple to set up her own shop.
One point of aberration for La Roche’s armpit is how she finds her inventory. Twice a year, she makes a cross-country arcade trip, traveling to from New York to California in her grandmother’s 2003 Buick (affectionally called Buie). There’s no auction too apprehensive for La Roche; she stops at abbey sales a tobacco fields in Kentucky, Mormon secondhand chains, and accidental assurance shops in Las Vegas, which La Roche says are hot spots for jewelry. If she’s traveling with a friend, she’ll photograph her finds on the road. One of the best shoots? An all-red attending from a austerity abundance in New Mexico, modeled by her acquaintance at White Sands.
The success of O. La Roche comes bottomward to its simple philosophy: buy old but recontextualize it as contemporary. “I consistently slipped in and out of a and best but I consistently came aback to vintage,” she says. “And I accompany what I apprentice from boilerplate and a appearance into that.” Turns out, affairs article old, wherever it may appear from, has never looked so good.
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