Stylin’ On: Dazeke’ by Lajuanda Moody

Lajaunda Moody is a no newbie to the fashion game, learning through experience with a vision for her line and paving the way for young designers in Connecticut. The Bridgeport, CT native created her clothing line Dazeke’ a little over ten years ago, and although it’s taken her a little time to build the traction she’s always wanted she’s making strategic moves at marketing Dazeke‘, while spear heading a Connecticut Fashion Week slated for later this year. A self-taught designer with a background in merchandising and working with children, Moody began creating T-shirts and has since evolved to creating ready-to-wear pieces and accessories always keeping in line with her affinity for African culture. Like many with dual passions, working her 9 to 5 by day and building her fashion empire by night has consumed her daily grind, but she wouldn’t have it any other way.

Style & Vibes: How you got started?

Lajaunda Moody: I went to school for fashion merchandising. I’m an athlete as well; I did gymnastics for 22 years. I started out as a business major in college not knowing what I wanted to do.  I was always interested in design or working with children. I decided to go into merchandising; deciding I could be a buyer or stylist. Once I graduated it was really hard getting a job in the market. Before I graduated I promised the community centers in Bridgeport that I would come back to help with the kids. So I started teaching gymnastics for kids in the community center in Bridgeport. I got into teaching all of their activities, because the smaller kids and girls no one really wanted to spend the time with them. So I got committed to that and pushed fashion to the side. So when I back into fashion it became hard to get a job.

My sisters and I had a “Waiting to Exhale” luncheon and we saw the Shabazz Brothers they had a t-shirt line. At the time we were like “we could do that”. We started with t-shirts and did that for a number of years.  I had a partner at the time and we’ve parted ways. I took a break and started back up in 2000 and I’ve been going ever since. We did designer t-shirts with poetry pieces, but the business has change to ready-to-wear.

S&V: Tell me about the transition of doing tees to doing ready-to-wear pieces?

LM: It was definitely a struggle. When it was just t-shirts we were trying to figure out the business, figure out the market, the shows. The first few years we went to different fairs and shows and the minute vendors found out we were designers, not customers they kind of shut down. Everyone was like “I had to get my information, now you get yours” so we did a lot of vending, fairs and festivals.

Once I started designing it was still a process, I’m a self-taught designer as opposed to going to school for design; I went for merchandising and styling. I started doing a few shows, but 2010 was really the year that things started to take off, the best year for me. I was able to get into a few larger shows and people really began to take notice. We did a show called Bikini Under the Bridge and that actually got me on the roller coaster ride I’m on now because I’d shown a swimwear line. That’s when people began to notice; people started inviting me to do other shows and that’s how everything started moving forward.

I’ve been trying for years to market myself here in CT, but CT is just so closed. I’ve done shows at UConn and other colleges after a while I figured that my market wasn’t here. Doing all the college shows just wasn’t getting me anywhere so I did Bikini Under the Bridge and started to meet the right people. I recently did the International Designer of the Year Competition in New Jersey and ended up winning the competition. In 2010 more has happen in this one year than it has in the entire career of Dazeke’. All those years were pretty much a struggle to come out, out of pocket.

S&V: Are you in any boutiques, what about e-commerce?

LM: I used to sell my t-shirt in a store called Roots Culture (now closed). The area they were in, the city didn’t develop the area as planned so they had to closed. But I will be selling some of my garments on a site called Sensa fashion as well as currently creating  my own site. I’m hoping to have some of my coats in few boutiques in Harlem and Brooklyn. I’ve also done some independent selling for people who have bought items right off the runway. Now I’m focused on making it a full-fledged business and making some money an hopefully be able to do this full time.

S&V: How has the press been responsive?

LM: On the 28^th I’m doing Hype Hair/ Black Women’s magazine, so I’m really excited about that. The Urban Fashion Network, the person that owns that site has been really helpful, he actually put a clip together of a show and introduced me to Sheen Magazine, which lead to setting up an editorial piece.

S&V: So you do design and handle the business.

LM: Yes. Pretty much. I do all the pieces to it. If I could do the photography I’d do that too (laughs), but it gets to be a bit much by myself.  I’m actually working on getting some interns on board I do have 2 assistants that work with me, but only when I go to my shows. I’m trying to get an intern 2-3 days a week where we can actually focus on the marketing like tweeting and blogging.

I’m really focused on marketing myself. The campaign that I’m doing, the casting call I just had, we’re trying to find a new face for Dazeke’ to launch a new campaign for 2012.  So for that campaign I’m actually trying to do some billboard advertising bus wraps, just to get the name out there. I want to have everything settled in 2011 to come out with a huge launch in 2012.

S&V: Does CT really have the industry backing from a fashion perspective?

LM: It’s a struggle. I’ve actually spear-headed a project we started in Nov. a program called Fashion is Art. To help small businesses, designers, models anyone who is a part of our industry to come together and develop our own fashion week so that we can all get the exposure. The event was successful. We put on a small fashion show and presentation so now what we’re working on is launching CT Fashion Week in September 2011 the week after New York Fashion Week. We’re putting together a four-day event on a smaller

scale; with an art battle, a charity fashion showcase inviting well respected people from the Connecticut fashion community to walk the charity piece. Then we’ll have a showcase of 8-10 designers and also do a children’s fashion show to raise money for Fashionably Aware, an organization that focuses on self esteem awareness for children.

I’ve been trying to do some different things marketing wise to get the big businesses to notice us, we try to do it on our own but I tell other designers we need to stick together because right now fine artists and even photographers get funding, but when money comes into Connecticut to support artistic projects designers are not apart of it. Even when I’ve met with some business executives it’s like they didn’t know designers existed in CT, so I’m trying to give us all more exposure. It’s been challenging, more because designers are looking to me for direction while revamping my own line as well, but you definitely have to be creative about marketing yourself. I’ve just been taking all the advice, going in to New York and observing what designers are doing there and if I can take a few of those elements and connect them here in CT. We really want CT to say “hey, this is something we should really invest in.”

S&V: Who are some of your favorite designers?

LM: I love Carolina Herrara and Michael Kors, and of course some higher end designers like Oscar de la Renta.

S&V: How would you describe your personal style?

LM: I’m a little all over the place. I really love African culture and adornment so I really try to incorporate that. Edgy yet, conservatives. It changes with my mood. I like being comfortable and effortless.

Be on the look out for more from Dazeke’ and details on the CT Fashion Week! For now check out a few more photos.