Emanuele D’Angelo is completely upfront about how celebrity connections have played a defining role in the success of the streetwear sold under his 11-year-old brand Livincool. “All the people I met while shooting started to endorse my brand when I gave my pieces to them,” says the Rome native. “That’s very helpful when launching a brand. It’s all about who wears it.”
It’s especially helpful when those “people” include Emily Ratajkowski, Bella Hadid, Elsa Hosk and Sonia Ben Ammar, to name a few. In short: some of the hottest, most casually stylish and most followed women on the planet.
Livincool, you see, started out as a fashion/art/music blog with D’Angelo taking street-style photos at Fashion Week for content, as well as documenting events and nightlife in London (where he was then based) for dough. Soon, editorial and portraiture assignments came calling – enough for him to leave the street-style scene behind and move to Los Angeles (where he remains now) end 2015. Going into “merch”, as he puts it, two years later was purely entrepreneurial. “Brands hire me to shoot certain people and celebrities whom I am (already) friends with, so I thought, why don’t I start something myself,” he explains.
His designs are no frills, to say the least: standard crew-neck tees, cropped tops, hoodies, caps and sporty bikini sets that typify LA’s sunny, basic-is-better aesthetic; all plain save for their trendy colours (neons and pastels, baby) and the brand’s name splashed out in variations of lively block letters. But they sell, as witnessed here at last month’s Livincool pop-up at cult multi-label boutique Surrender that brought D’Angelo to town.
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