Lorna Luxe, the 44-year-old fashion influencer and brand founder, has launched her first denim edit with River Island, marking a new chapter in her career following the death of her husband John earlier this year. The collection, which features four core silhouettes, is designed to be wearable and inclusive, with sizes ranging from petite to tall.
A New Start After Personal Loss
Lorna, who built her online empire on the power of clothes, said her attitude to fashion has changed since her husband's passing. John was not only her business partner but also a key figure in her content, creating a close, personal connection with her audience. She now prefers to be known simply as Lorna, rather than 'Lorna Luxe', marking fashion as a second act.
Reflecting on her new approach, she said, "John kind of ran my business, and I had to have a meeting with my accountant in Nottingham, who I'd never met, because that was a 'John job'." She added, "I wanted to kind of dress like him and he always wore suits. So I trotted down to Nottingham in my little outfit because clothing is armour and feeling empowered by clothing."
Collaborating with River Island
Lorna chose to collaborate with River Island because of her long history with the brand. "Collaborating with River Island made sense to me because I've been shopping there for so long. It's a British high street retailer that we all know, and I remember shopping there in my teens; it's been a long journey of being a customer and a fan," she said.
Despite founding her own luxury lifestyle brand, LA-S, Lorna deliberately steered away from denim. "We didn't think we could do it better than the high street at that price point, especially at the units and volume. The pieces I chose as an edit are quite wearable and easy for all body shapes, because my community is so varied," she explained.
The Denim Edit and Its Styles
The edit features four silhouettes: Barrel, Sculpt Wide, Cigarette, and 90s Straight. The Barrel Jean, priced at £49, offers a slimmer barrel that feels streamlined and balances proportions. The 90s Straight, also £49, is leg-lengthening and comfortable, while the Sculpt Wide, at £46, is a pull-on style with elastane for stretch and a flattering fit.
Lorna's approach to fashion has evolved over the years. "I'm very conscious of having stuff, like what is the stuff for? If it doesn't have a memory or hold a significant feeling, why am I holding onto it?" she said, adding, "My gut is rarely ever wrong, and I always think, 'What would John do?'"
