Lauren Burnett started Luella Rockerfella whilst in early recovery from addiction. She learnt everything about business using transferable skills from her past, and with pure grit and determination, began building her empire.
Luella Rockerfella has always represented the misfits, the outcasts, the weirdos, those that feel they don't fit in with the mainstream.
"Their southern charm, wit, strength and character embodied the characteristics of our girl gangsters."
"We call them our girl gangsters - women who are unapologetically themselves. They know they don't fit inside a neat little box in which society thinks women should act. They bounce to the beat of their own drum. Our hashtag #girlgangster means so much more than a tagline."
Like many businesses, Luella Rockerfella hit some tough times during the pandemic, but they continue to fight like in the brand's spirit. Lauren recently styled and directed a photoshoot promoting Luella Rockerfella's latest collection.
"The shoot was inspired by an L King song, Baby Outlaw. The fierce women of the southern states of America with their cowgirl boots on. Their southern charm, wit, strength and character embodied the characteristics of our girl gangsters. Our UK chav subculture also inspired us. We at Luella Rockerfella love a subculture!"
Luella Rockerfella wants to empower women to evolve, expand and take risks. Whether that be in fashion or business. Own your past and create your future #GirlGangster
Models: Ashlyn Jopson, Ruby Morrison, Robyn Kent, Megan Hollingsworth
Hair: Steph Whitehead | Makeup: MakeUp by Nanda