It's hard to believe that less than a decade ago, the same designer who outfitted Rihanna in the #BBHMM dress that broke Instagram (546,000 likes and counting) was giving away leggings to "cool girls" at parties. But that was how Laquan Smith, the fashion impresario who would turn a grassroots marketing strategy into a successful ready-to-wear line, got his start. "There's a change to how I do things now," Smith, 27, told me in his Long Island City showroom. "A certain tact you have to have. Back then I'd give you a legging even if I didn't know you. It was all or nothing. Now it's about building hardcore, meaningful relationships with stylists."
Smith launched his eponymous label six years ago, working out of his grandparents' home in St. Albans, Queens. The then-21 year-old created a studio out of his bedroom, churning out sequined tops and leggings he'd later give out at fashion industry parties. One pair of leggings landed on Lady Gaga and from there he began designing custom pieces for celebrities and ultimately showing collections at New York Fashion Week. His workspace has evolved from a 150-square-foot bedroom to a full-service showroom in Long Island City, and he says his grandparents couldn't be more excited. "They'll see me on New York One News or E! News with a celebrity saying my name, and they're super proud."
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