Look no further than Orseund Iris for an example of the power of social media. The emerging label has risen to the top of Instagram feeds, with it-girls like Emily Ratajkowski, Bella Hadid, and Kylie Jenner frequently sporting the seasonless brand.

Social-savvy designer Lana Johnson built the brand from scratch out of Brooklyn, New York. After juggling a string of odd jobs from graphic design to art direction, the self-described “restless college grad” took a leap of faith and slowly but surely started building her own label.

Johnson adopted a modern business approach: Rather than following the traditional fashion calendar, she dropped singular styles on Instagram, taking audience feedback into account when producing new styles. The process allowed the designer to build a following for instantly recognizable designs, i.e. silk bowler shirts, tube tank tops, striped pantsuits, and more. Johnson has leveraged the traction from her social media accounts by championing a DTC model (Net-A-Porter being the exception).

We caught up with Johnson to hear more about her how she began building her label.

What attracted you to pursuing a career in the fashion industry?

Many things! My love for vintage is one of the pivotal factors that attracted me to pursuing a career in fashion…nostalgia, the discovery that comes with sifting through vintage. I wanted to bring that same feeling to the designs I make. I am inspired by the elegance and beauty of timeless, classic, and romantic design, and the mystery and history of styles from all decades and centuries.

Vintage was the gateway drug for me. Once hooked, I became obsessed with the design process – the development of each new style from the beginning to the end. I love the journey and it can be one hell of a trip. Developing the concept and storytelling is my absolute favorite part. The process of designing is important to me. I begin with the notion of a new style and then, like an actress studying her lines and developing her character, I embrace the emotion and story line behind each detail of every top, skirt, pant and jacket.  Through this process, I always encounter challenges. I do enjoy the struggle, figuring out what I am willing to sacrifice for the design and what I must give up. It could be a matter of aesthetic, fabric or fit. The outcome is always special. The steps I take to get there, and the problem solving…it’s like giving birth. I put all of myself into every design and these styles become one with a side of me. That’s why I call them originals.

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And of course, there is the act of creating an identity through what you wear – a persona. I adore the idea that you can say something before even opening your mouth with what you are wearing. That is so powerful. Creating an image through your style gives you the power to play a part. I do believe that what you wear truly changes the way you think and what you believe about yourself. ​Science says that the clothes we wear affect our behavior, attitudes, personality, mood, confidence, and even the way we interact with others.

It is these three: my love for vintage; my obsession with the process, and my belief that fashion can transform you is what led me to create Orseund Iris.

Why did you decide to launch your own business?

Truthfully, I was very unsatisfied working for other companies. I was also a restless college grad. I’d rather be a failure than be mediocre.​ ​I think it was out of frustration and obsession – that constant voice in my head driving me to complain to my mom non-stop. It’s funny, but she was really the force behind pushing me to go out and do it, backing me one thousand percent. I have a very supportive and creative family that nurtures entrepreneurship. My mother and father both help with the business today. I’m one lucky gal!

How would you describe your brand? Who’s your customer?

I like to think Orseund Iris is for everyone. At times it’s very feminine, at other times sporty and street-style influenced. I believe our customers have many ‘moods,’ many sides of them and that they aren’t defined by just one. Orseund Iris is ethereal, feminine, natural, effortless, strong and powerful. That’s our customer too.

What has been the biggest challenge with starting/expanding your business?

It’s hard to just say one challenge. There’s been a compilation of them! I’ve never been a ‘boss,’ or a manager, or dealt with financials, or worried about hiring the right people…building a community…managing expenses…sharing responsibilities with a team…overhead. I have to say one of the biggest challenges is finding the balance between designing and emails… Business and creative…that has been the hardest.

What sets you apart from other designers?

I am playful, adventurous, and a risk taker. I like going against the grain. I have a love/hate thing with the fashion industry. I never felt like I was a part of it, so I enjoy paving my own way. We have a studio far out in Bushwick off the L Morgan. I love that because it feels a bit unusual for a luxury brand. We’re savvy as hell on social, which I believe contributes to our growth but also can be a bit confusing since we’re young at heart and are able to use social in our favor but sell at a high price point.

And I’m crafty! I love being challenged. I believe I thrive in challenging environments. It’s how I started.  I didn’t have any investors – I still don’t. Everything started as made-to-order model since I couldn’t afford to make the pieces up front. I’m proud of that. We’re non-seasonal and non-collection. We never go on sale. I don’t try to design too much – never a full collection in fear of creating ‘filler’ styles. I focus on only creating what I feel is worth creating. I take a very less is more​ approach. We sell pieces for a long period of time. Some of our styles have been available for two to three years. I care a lot and will do anything in my power to protect the brand as we grow.

What’s the next step for the label?     

My head is filled with so many ideas, although nothing is set in stone. However, I do have a serious love for interior design and only discovered that recently when I moved into my first apartment and had a hard time looking for furniture that felt like ‘me.’ It was my first time ever purchasing actual furniture and it made me fall in love with designing a space.

The next step is to keep on focusing on our digital e-commerce business, and potentially some events or customer experiences. Growing Orseund Iris in real life would be incredible, but figuring how to transcend that dreamy mysterious vision into a physical space will be such a journey. My ultimate goal is to scale gracefully and do it with pride and thoughtfulness

This interview has been edited and condensed for clarity.