BILLY Los Angeles: Justin Bieber’s New Go-To Brand

BILLY Los Angeles: Justin Bieber’s New Go-To Brand

There are always a myriad of up-and-coming brands looking to break into the fashion industry. However, only the tiniest fraction of them are able to actually succeed in wowing the world of fashion to become household names.

One such label that is on its way to prominence is BILLY Los Angeles. Created by Holly Jovenall, the brand focuses on slouchy vintage-inspired pieces, such as oversized tees, leather jackets, and durable work pants that will look good with pretty much anything you throw on.

Jovenhall’s inspiration stems from her college days, where she began to discover the fashion industry, and vintage clothing in particular. Some of her favorite vintage decades are the 50s, 60s, and 70s, as she says “[she] can sit and talk about T-shirts—what machine was used in the 50s, 60s, 70s, and what fabric content is—for hours”.

The initial idea for BILLY started roughly five years ago when Jovenall named the label after her father, who she was very close to growing up. BILLY made its debut during the New York and Paris Fashion Weeks, eschewing large runway shows for smaller, more intimate hotel room showings—a strategy that has worked for up-and-coming labels like John Elliott in the past. This approach creates a more personal feel to the display and also leaves more room for the label to clearly identify and define itself to the public.

Since its debut, BILLY has received considerable support from celebrities such as G-Eazy, Tieseto, and Justin Bieber. Bieber’s stylists introduced him to the label, and it has since become one of his go-tos. According to Jovenall, Bieber says he feels like he found the brand before everyone else, which is why he feels special wearing it.

In the future, Jovenall hopes to share what she has learned in the fashion industry with the younger generation of designers. She says “[she] likes sharing everything [she’s] ever learned, because [she’s] only here because [she’s] had amazing mentors”.

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