Interview with LA designer Nikki Lund

It's White, Trash, Beautiful

The collections by the 25 year old Nikki Lund have already been worn by celebrities. After she started her collaboration with Bon Jovi’s guitarist Richie Sambora (the WTB: White Trash Beautiful label), her work took off to Los Angeles Fashion Week. One year on, their new A/W collection is shown at NY Fashion Week, and their collaboration starts developing into their common passion for music. Nikki opens up about her collaboration with Sambora, her designs and future plans.

How did the collaboration with Bon Jovi’s guitarist Richie Sambora start?

I began playing concerts with my band Secret Mind and was designing and fabricating all of my own costumes. I quickly had a following of musicians and celebrities who had asked me to create pieces for them, one of them being Bon Jovi’s guitarist, Richie Sambora. Richie wore my custom designs and asked me to create an entire wardrobe for his upcoming tour. With our shared passion for fashion and music we then decided to create our line, WTB, which launched in March 2010.

What role does he play in the designing part of the collection?

Richie is very hands on when it comes to designing. It’s great to be partners with him because it allows our collection to have a male point of view of what he finds flattering and fashion forward. He is involved in fabrics, styling, designing…everything. He definitely knows fashion. He also writes the music with me and produces.

I’ve heard that you have started another creative collaboration with him, this time in the music industry. What is the project about?

That is correct. We are in the studio working on our first album. It has a guerilla funk sound that you just want to dance to. You’ll be able to find our record on our WTB website, www.wtbclothing.com, and until the official release you can enjoy our WTB theme song.

Is your heart with music or with fashion?

My heart is with both. I have been doing fashion and music for many years now. It’s a dream come true that I can do both and that I can incorporate them together.

Where did you find the inspirations for the collection?

I was inspired by strong, independent women that are confident and love to look chic and glamorous.

The new collection shows a lot of prints and colours that belong to nature; I’ve noticed amazing turquoises, earthy browns and reds. Who are the designers that inspire your work?

Vionnet, Alexander McQueen, Vivienne Westwood, and John Bates are all inspiration to me.

What kind of woman represents WTB?

The WTB woman is a bit of a femme fatale. She’s very confident, knows her worth, sexy and definitely loves to look great. WTB is designed to bring the diva out of a woman.

Your collection has already been worn by celebrities, such as Carrie Underwood and Miley Cyrus. Is there anyone you would like to see wearing your designs?

I absolutely love Angelina Jolie, Rihanna, and Salma Hayek to name a few. Those women are absolutely stunning.

Where do you see yourself in ten years time?

In ten years I see a WTB empire. We’re opening a store on Melrose in Los Angeles and we’re not stopping there. There’s also a men’s line in the works, a fragrance, WTB accessories, and a denim line. This is just the beginning for WTB. I would also like to be a mother