My workouts range from Crossfit to long running to yoga, so it’s often super hard to find an activewear brand that ticks all the sartorial boxes. I want comfort, but I also want support, but the clothes also need to be practical – amirite? Surely that’s not too much to ask for? 

Well, I’m about to do you all a solid and introduce you to L’Couture, the brand-new fitnesswear label that landed in my lap about a month ago, and I have been obsessed ever since. I spoke to the brand’s founder, Lyndsay Doran, to ask all the questions you probably want to know… 

Cosmo ME: Why did you choose the name L’Couture?

Lyndsay Doran: The brand name has two parts: couture refers to the fact all items are bespoke and designed in house. ‘L’ for the initial of my first name as I didn’t want to put my full name to the brand as I didn’t want it to be all about me.

C: Why did you see a gap in the market for a new brand?

LD: I started on my own fitness journey five years ago and struggled to find activewear that looked good and didn’t compromise on performance – especially in this region. I really felt there was a gap for a womenswear brand that was inclusive for all women with a feminine aesthetic.

C: What sets L’Couture apart from other activewear brands?

LD: What sets us a part as a brand is that we believe in the for women and by women. Our main goal is for our LC girls to feel empowered in what they wear, whatever they are doing. We want women to feel the best version of themselves while living an active and confident lifestyle. We want our girls to feel part of a girl gang, a community. What sets us apart in terms of product, is our feminine aesthetic, attention to detail and quality plus we love colour which is rare to find in activewear.

C: Who is the L’Couture girl?

LD: The L’Couture girl is the girl who wants to look and feel good whether she is going to the gym or going for coffee with the girls.

C: Do the pieces have a specific function? (I.e. are the best for running or yoga or crossfit etc..)

LD: Starlet was specifically created for yoga, and Seamless for weight training, but all our collections are versatile.

C: If you could have any celeb wearing L’Couture, who would it be?

LD: I love Chrissy Teigen, she keeps it real and is all about girl power. She embodies everything we stand for.

C: How often do you release new products or collections?

LD: Our goal is to release new collections every six to eight weeks. We have a lot planned for the end of year and 2021 with the launch of some new categories. We are super excited for you all to seeing what we have been working on.

 www.lcouture.com and in-store at American Rag Cie, The Dubai Mall, Dubai and Galleria Mall, Abu Dhabi.