Patrick Wade has been busy. As the Creative Director at Lucky Brand, he has been overseeing preparations for the new fall campaign, which will feature an entirely new look. Patrick kindly agreed to answer our questions about the fall campaign, his vision for Lucky, and more.
The High Low: Lucky has a new fall campaign that you’ll soon be unveiling – can you give us a hint as to what we can expect?
Patrick Wade: It will definitely be more sophisticated than what we’ve launched in the past – the talent includes much stronger models, which is a big change from what we’ve had (not that the models in the past weren’t talented, but we’re taking it to a new level). In fact, the level of talent overall is much more elevated – more sophisticated, with an edgier look. We’re really focusing on the jeans and how they fit – that is the biggest change. There’s a major emphasis on the fit that we offer, and the washes, and how the jeans look on your body.
THL: What does bringing Lucky “back to its roots” mean to you? And what makes the Lucky customer special?
PW: To me it’s really embracing who we are, our bohemian eclectic lifestyle which I think is unique to the brand. And we’ve been here over a year and a half and it’s taken a while to understand who the Lucky woman is, and what she wants, and what makes her special — our Lucky lady really wants to be unique, and to find a way to express herself. She doesn’t want to see her look coming and going. Places like J. Crew and Banana Republic are so mass – we are the boutique in the mall, with pieces you can’t find anywhere else.
THL: You’ve worked everywhere from West Elm and Williams Sonoma to J.Crew and the Gap – what excites you about the Lucky brand?
PW: All those brands are known for quality and great service and amazing products. Now, at Lucky, we are trying to elevate the brand to that same position. What’s exciting for me is the potential for Lucky to become a world class brand. It already has all the makings of a world class brand – the aesthetic and the position in the market to fill a void that no one else can do, and to have the best jeans, as well as the most exciting artisanal accessories to go with the denim. What I want is for the brand to realize its full potential.
THL: What is the most difficult thing about your job? The most rewarding?
PW: I would say the most difficult thing is my impatience to try to make things happen faster. We are trying to do everything at once, and we have to prioritize and realize we can’t do everything at once. I get impatient and want everything to happen right now.
As for the most rewarding, that’s easy: the people I get to work with. Also I love seeing the changes in the brand, and the potential for the brand that I helped create. And I love to see my team excited – that to me is the most rewarding thing about my job.
THL: Whose style do you admire?
PW: This is easy for me – Karin Cole, who is our new style director. She has amazing taste, and an amazing attitude — she really personifies the Lucky woman to me. She’s been in the business a long time, and she really understands how to wear clothes and how not to let clothes wear you. She has kids, and she’s chic and athletic, plus she makes everything her own – she looks great in clothes but also has a really fun attitude that personifies sophisticated and casual.
THL: What’s the biggest fashion mistake you think that most people make?
PW: Trying too hard – people load up on status brands, wearing Gucci this and Prada that. You have to mix both high and low. You can have amazing accessories with great jeans and a great tee. The most important style tip is mixing, and not wearing one designer head-to-toe. Be confident and comfortable and mix pieces together, and don’t try to do too much.
Of course, on the other end, another mistake is not trying hard enough. Some people are overly casual and don’t look pulled together. There are key ways to pull looks together. Have your clothes fit properly, for one – plenty of people wear jackets or jeans too big. All those little things make a big difference. It can just be about wearing a great pear of shoes – it’s not about having the fanciest pieces, it’s how they fit and how you wear them.
THL: Aside from Lucky, where are your favorite places to shop? Are there any hidden gems that you can tell us about?
PW: In L.A., where we are located, I used to go to Fred Segal and it wasn’t looking so great for a while, but now it’s looking good again. I also love Book Soup, a killer book store that is great for design books and magazines. Another place I love is Santa Maria Novella, the fragrance and soap shop. They have a great dog shampoo that I use for my dog – it’s amazing and makes her smell great. Overall, the shopping in L..A is pretty good. As for online, Mr. Porter is a great online store, as is its counterpart, Net-A-Porter.