marianafrontera.files.wordpress.com  · Web view2012. 12. 4. · When her dream of owning a boutique came true she decided to name it Lola’s Urban Vintage. Lyons got the opportunity

Boston Fashion Week | Retail/Fashion Truck Showcase Boston, Culture, Featured | by Mariana Frontera — October 1, 2012

Photo Courtesy of Mariana Frontera

Boston Fashion Week is kicking it off in wheels.  For the past couple of years, Boston has been trying to push away the image of sports fanatic and “sweatshirt season”- known to the rest of the world as fall- by creating innovative and interactive ways for the consumer

to shop and fashionistas to flourish.  Fashion forward people like Nicoletta Lyons have come up with an unconventional twist to shopping.

Lyons is a versatile personality who has studied everything from education to fashion. She offered her fashion expertise at New York Fashion Week for brand names such as Baby Phat and Rock and Republic, but her real passion blossomed as stylist, fashion

designer, and jewelry maker.  When her dream of owning a boutique came true she decided to name it Lola’s Urban Vintage.

Lyons got the opportunity to showcase her own designs as well as pushing forward vintage apparel.  “As a stylist, I have to know pretty much every era in the past,” Lyons said.  But with the realities of the modern world Lyons was pushed to move her dream from a permanent location to the streets.

The Retail/Fashion Truck Showcasing that Boston is piloting at the City Hall Plaza this year has not only been successful for the Boston community but also for Lyons’ business.  “My style is very unique, I don’t really draw inspiration from a lot of people.  Instead, I draw inspiration from what’s around me.  Architecture, nature, and the streets,” Lyons said.

Trying to inspire the Boston community to think outside of the box and dress differently is a hard task for a young designer, but she believes with the help of Boston fashionistas she will strive.

Many other trucks such as ARTichoke, The Fashion Truck, The Brkfst Club, Sneakerbox, and Boston Sports Apparel Company share the same view as Lyons.  Emily Benson, The Fashion Truck, said, “Always create a retail experience within a truck.  You come in here you don’t realize you’re in a truck, you’re on Newbury Street.”

This innovative group of Bostonians want their consumer to have fun while shopping and feel comfortable doing it.  They collectively want their customers to feel cozy and be able to express their sense of style wherever they go.