Creator Spotlight: Superlove
What Inspired Superlove?
I started Superlove for a number of reasons, actually - the main one being that there was a lack of femme/cute-leaning brands in the car scene at the time, and I wanted to change that!
I personally wanted to create a space for those who like cute aesthetics to thrive and truly express who they are through auto-styling and accessorising. And as for the name, it was inspired by the feeling of love & how happy that makes people feel - which was the feeling I wanted to invoke through the brand!
What has been your biggest struggle while working on Superlove products?
Honestly, the biggest struggle is having lots of extremely niche ideas that reflect my personal style, but not so much Superlove as a brand. I’ve had to adapt over time and learn how to merge those two together to create something that feels true to both the brand and myself as the artist!
What are your biggest inspirations when coming up with a new product?
I think kawaii culture (as an umbrella term) is super inspiring to me and is also reflected in my designs. There are so many adorable character brands & subcultures (gyaru, decora, lolita) that embody the definition of cute, and are constantly evolving over time, which is exactly the mindset I have with everything I do. I also like to think “What would I want? What product do I wish existed?”, and if I think it will work for Superlove, then I’ll make it happen and turn it into a reality!
Personally, what are your favourite brands?
I love this question! Off the top of my head, I really, really love CFIERCE! In my opinion, they’re revolutionary and are absolutely slaying in their niche area of the fashion industry. I also really love ACDC RAG, FR2, Sanrio, and a very special mention to egg!
What events in your life helped you choose Super Love as a career?
I knew I always wanted to work as a designer - but basically, I wanted to build my career on my own two feet. I hated the idea of working for someone else and wanted full creative control over everything I designed! So I decided to quit my job and start going full throttle on the brand, and almost 5 years later, here we are! For me now, ‘working’ just feels like fulfilling a dream that I created for myself.
What are your favourite trends in fashion, past and present?
OMG, let me think..... It pains me to call it a ‘trend’ because, rather, it’s a subculture instead, but the way in which gyaru fashion has evolved over time has always stuck with me as a favourite - both past & present. In the past year or so, I’ve also been a sucker for anything cyber-related. I love how people have mixed elements of Y2K fashion with the nostalgia of the early 2000s through the use of cute tech like Tamagotchis & Nintendo DS games, as well as the inclusion of characters like Sanrio & other early 2000s cuties in the mix.
How do you handle criticism online or in person about a certain product or Superlove as a whole?
I try to go into everything with an open mind. If someone is giving me genuine criticism about something I’m doing or have created, then I take it as an opportunity for improvement! I hold the opinions and outlook of those who support the brand super highly and want to work on any areas I can to enhance the experience of anyone who’s a part of our community.
What is something you knew before starting Superlove?
I knew I wanted to make it happen so bad. I constantly just thought about how it would be super fun having a job based around designing literally anything I wanted.
Is there anything soon you can tell us about? New drop or event?
I’ll let you in on a little secret... We have a special collaboration event planned later this year which is something TOTALLY different from anything Superlove has done before! But that’s all I can say for now hehe.
What is your hope for the future of Superlove?
I want to continue expanding & creating a fun, wider range of products, while also doing more in-person events and meeting all the amazing, like-minded people that adore cute things (can you tell I love cute things yet?). I just want to make everyone feel welcome with us as much as possible and keep spreading a positive & inclusive message for all.
Originally written for Colin Magazine Edition 9