Promising Prospect: LA’s Own Rising Indie Label, Prospect 44

It was late at night and raining, as it typically is here in Seattle. My boyfriend was busy fervently playing our new Wii, and I was snuggled up in bed with the heater cranked up and the ol’ Mac warm in my lap. My cursor was steadily blinking in the address bar waiting for the sites I love to visit on one of many nights spent online shopping.

I was looking for a dress. Not just any dress, but a very special dress for a very special occasion that was as yet undetermined (as with many dresses I’ve bought in the past. I’ve got so many pretty frocks that each new one warrants an occasion planned around it rather than vice versa).

Perusing ridiculous bubble-hemmed dress after boring strapless get-up after I’m-too-sexy stretchy dress, I finally happened upon Prospect 44’s kittenish white lace mini dress. It is part Dita Von Teese on a girly day, part paper dolly cut-out with a little Moschino Cheap & Chic thrown in for reference. I knew I just had to have it. Being the label whore I am, I wondered aloud, “…but who is Prospect 44?”

It turns out the emerging LA-based label is the blood, sweat and tears of one Marlene Salcido, who LA WEEKLY recently deemed one of five LA designers to watch. Beginning only as a part-time job, Prospect 44 continues to grow bigger and better, aiming for a showroom this year. The label’s Spring 2007 line is reminiscent of lyrics from a Lionel Richie song, “Easy like Sunday morning.” The breezy linen pieces bring to mind CC Bloom (of Better Midler’s Beaches tear-jerker flick) back in her carefree Atlantic City holiday resort days.

I sat down with the red-lipped, gold nail-polished designer to ask her some questions about life in the fast lane as a young LA designer.

Tell me about your new line for spring and your inspirations.
This collection is both feminine and playful. It consists of halter sundresses, a-line mini dresses, halter baby doll tops, shorts with bows on the side, ruffle bloomers and short jumpsuits. All the pieces are in lightweight linen (beige, gingham and stripe) and cotton. Some details include hand crochet straps, linen antique looking appliqués, lace, bows and ruffles!

There are a couple inspirations. The main one was my relocation to Venice Beach. I use to live in Echo Park where the view was downtown Los Angeles buildings, which inspired my previous collections. Now my view is the beach. It's a very romantic place to me. Hearing the waves crash , sunsets, sunrises, picnics, watching sand fall through my fingers and noticing all the beautiful colors in the sand grains. Actually, that's where I got my color scheme from (various colors of beige). I'm very happy with this collection—it's very much me right now in life and I'm very comfortable with that.

Who do you design for?
I make clothes for women that are style-conscious, confident and sexy. Femininity plays a major roll in my clothing—I embrace it! I design for someone who feels comfortable in her own skin and isn’t scared to stand out in a crowd.

What is LA style to you?
LA style is very casual. I'm always over dressed wherever I go (ha ha!). My style is glam with a pinch of ghetto fab. I love getting dolled up (hair pinned to one side, red lips, five-inch heels and, of course, Propsect 44) all the time! Anything works in this town though. There are so many styles and cultures; it's a melting pot, so you can get away with anything…well almost anything: sometimes I get asked, “Where are you visiting from?”

LA is all about celebrity. Which stars inspire you right now?
I can name a few stars Dita Von Teese for her Old School glamour. I don't think I've seen her in something she can't pull off. Nicole Kidman because she is the ultimate lady! Of course Nicole Richie—her style (or shall I say stylist?) is amazing!! Gwen Stefani is brilliant; she is constantly reinventing herself. Kate Moss is forever a style queen! As for stars in the past: Audrey Hepburn (love, love, love full eyebrows!), Clara Bow, Bridget Bardot, Bianca Jagger, Deborah Harry (late 70's), and Brooke Shields (early 80's).

What is the fashion scene like in LA?
It’s definitely competitive. I've been really lucky here and there and met some designers that helped me in many ways (we would exchange info on pattern-makers, fashion business classes, etc.), but that's not always the case for new designers. Fashion is a creative and beautiful art, but it is also a business.

What is your fashion background?
I took courses in a couple of fashion schools and community college and I am self-taught. I was hungry to start my own line, so I was always taking classes, teaching myself, reading, etc. I do Prospect 44 full-time. There was a time when I did it only a quarter of my time, then up to part-time—now it's my bread and butter!

What surprises did you encounter about the fashion world as an emerging designer?
Of course, the obvious: it takes more money than you expect! The more money you make, the more money it costs to do the next season—especially if you want to improve and hire people! I find that so many emerging designers (myself included) get, or have been, lost in the world of press—press being the number one focus instead of making money. Press is a great tool and can open up doors to opportunities, but it certainly doesn't pay the bills (sometimes it can, though). You have to prioritize.

I’ll save the best for last: the positive surprises! Since I am a new designer and have a small company, I have the opportunity to have an intimate relationship with my customers, which I love. I’ve had sample sales in the past and they are a great way to meet my customers face-to-face! Customers email me all the time, and I love to hear from them!

Some advice to aspiring designers?
Don't get discouraged no matter what anyone says. Oh—and do your research! Ambition and talent are priceless, but business knowledge is a must!

For more from Prospect 44, please visit www.prospect44.com

- Chako Suzuki