James LaForce, the founder and president of LaFORCE, once worked under Eleanor Lambert, the legendary fashion publicist and founder of the CFDA. With more than 30 years of experience under his belt, the Green Bay, Wisconsin native and Columbia University graduate started his independent marketing and communications agency. Recently, he and his team worked with LIFEWTR on the NYFW: Women’s presentation showcasing the work of three CFDA+ designers. This moment provided us with the perfect excuse to ask him about the experience and his fashion philosophy.
What was it like to work for Eleanor Lambert?
It was exciting and inspiring every day in Eleanor’s office. She was passionate and driven and worked relentlessly day and night. She was 85 years old. Most mornings, I would meet her at Kenneth, the famous hair salon, where she had a standing 7:30 a.m. appointment. Kenneth would do his best each day to get her very fine hair into some sort of shape. She would sit under the hair dryer and pass me drafts of notes, letters and lists, all written out long-hand on a legal pad. The hair would usually last through lunch at LeCirque and, by the afternoon, she was working from her bed at home. By the time she headed out for dinner, she’d be wearing one of her signature turbans. The hair had had it!
What did you personally learn from working on the CFDA+ show with LIFEWTR?
I learned how there are so many talented, creative and savvy young designers out there. These young people are hard-working, disciplined and focused. Each designer responded to the challenge in their own unique way. They were radical in their thinking and traditional in their execution. There wasn’t a single diva.
Why is working with young talent so important to you?
Even “old talent” wants to work with young talent. I think all of life is about keeping an optimistic outlook. And young people are usually a little more optimistic.
What advice would you give to a designer just starting out?
Don’t quit your day job. Or get a side hustle.
What’s more important for a young designer? PR or securing retail accounts?
I used to tell designers it was all about the retail accounts. Now I think it is all about a following and a story. I think if you can find people who are into you, who will wear your looks, borrow them, shoot you, that’s where it all starts. Selling has to come later. So, you better keep your day job. (see above)
What’s your current view of the state of New York fashion and fashion week? How do you see NYFW changing in 5 years?
I think fashion week is always changing and that’s why we call it “fashion.” I like it uptown, downtown, in “official venues” and in back alleys. I like it when Japanese designers come to New York, when New York designers go to Paris, when people take a season off. I think we are very lucky that New York fashion week never stays the same. That’s the worst.
