New LA Line Capitalizes on 'Pre-Coachella' Fashion Cycle

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No one can deny that the Coachella influence is re-shaping the fashion industry and the LA Times reports that the designers behind the New York-based Ruffian label just launched a secondary line, Wolk Morais, to capitalize on the phenomenon. "L.A. has a fashion cycle," Wolk told Times reporter Booth Moore. "Twice a year—pre awards show and pre-Coachella. And we're embracing it."

The line debuted on Monday night with a Resort 2016 collection that featured Dr. Scholl's sandals and neon-framed glasses from LA Eyeworks. "Turner Classic Movies is always on the TV in our cottage," Wolk told Moore. "We were also inspired by the minimalist painters of the Ferus Gallery. And in terms of our show, we're trying to embrace the teenage bourgeoisie." Moore noted that the sentiment seemed authentic: fittings were even scheduled around the teenage models's Coachella plans.