Welcome to LAPP The Brand, a fresh new platform for women and young girls to voice their perspectives on life in the 21st Century. Established in 2016 by Leomie Anderson, LAPP or LAPP The Brand was created to embody the 21st century girl and producing clothes that represent not only their style but their issues. LAPP stands for ‘Leomie Anderson the Project the Purpose’ and spawned from Leomie’s outspoken stance on women’s issues including the pressures that young girls face in today’s society.
The first capsule collection is based around reclaiming the word ‘No’ and, as Leomie put it, “Making young girls feel cool to say no in the face of pressure”. After Leomie’s open letter to her readers discussing the issue of consent and the right to say no went viral, Leomie began working on the t-shirt collection and was inspired by phrases girls use to say no to men. The aim was to make girls feel proud and confident to say no to situations they don’t feel comfortable in and remove the negative misogyny around women denying men their bodies, something Anderson feels too many young girls fall victim to.
She spoke to a lot of young women and discovered that they felt they didn’t have a place to turn to to discuss what they go through on a daily basis and this got Leomie thinking on how she could bring women together and create a space where they could go to connect with other women; that is how the idea for LAPP began.
Read more about LAPP over on iD now and check out the visual campaign for the capsule collection.