woman of substance
AT THE OFFICE
Move, Nourish,
Believe! The business of Active Living, with Lorna Jane Clarkson By Mathew Love
Uninspired by the regular, dull and unflattering range of active-wear available for women, Lorna Jane Clarkson set out to completely overhaul the active fashion industry, introducing stylish, exciting and fashionable active-wear that would motivate women to exercise. What started out as a single retail store in the heart of Brisbane in 1990, her business has since taken the world by storm and now boasts more than 155 worldwide outlets.
Where it all began Lorna Jane’s story began 25 years ago when she revolutionised women’s fitness clothing and began building the Active Living category. She became frustrated by the overtly dull and monotonous range of active-wear available to women, and decided to start designing and sewing her own outfits while working
for them as well, which of course I
category for women, and we were
on, my dream has finally been
as a fitness instructor in North
was only too happy to do!”
forced to choose from a very
realised,” Lorna proclaims.
Queensland, Australia. Her designs quickly gained popularity, with the women in her classes placing orders upon orders for her personalised pieces. Lorna explains, “I started designing my own leotards because I was so sick of the shapeless, dismal pieces available at the time. The ladies in my class loved my designs and asked me to make active-wear
102
WWW.WEIGHLESS.CO.ZA
limited range of exercise gear in After quitting her full-time day
the masculine environment of a
job as a dental therapist and
sporting goods store,” says Lorna.
A worldwide affection
moving back to Brisbane, Lorna
This is when Lorna Jane pioneered
Now distinguished as an Austral-
began designing her active-wear
the active lifestyle category for
ian fashion icon, business woman
range full-time. Demand quickly
woman, and has since made the
and author, Lorna still lives and
increased and she launched the
changes she wished to see in the
breathes her brand’s active life-
label’s first retail store in 1990 in
industry. “My aim was to design
style philosophy. Lorna explains
Brisbane’s CBD, with her husband,
workout wear that would actually
how she sets a daily goal every
Bill Clarkson by her side. “Back
inspire women to exercise and
morning, and makes a promise to
then there was no active-wear
I can proudly say that, 25 years
herself to move her body, nourish
it with real foods, and to believe in
Lorna Jane’s Philosophy
adopt her active lifestyle philos-
herself and her ability to achieve
MOVE your body. Exercise is extremely important
ophy, “My greatest achievement
ophy to adhere to when you are
for a long, healthy and fulfilling life.
in life would have to be educating my customers and women all over
starting your active journey and
NOURISH it with real food. Eat healthily and have
to follow throughout. I recom-
well-balanced, well-portioned meals.
my personal philosophy, so seeing
mend it to anyone that needs to
BELIEVE in yourself and your accomplishments.
others adopt the Move Nourish
get their lives on track because no
Have confidence and strive for your goals.
Believe mantra, and living their
matter where you are in life, every
the world about Active Living. It’s
very best active life is extremely special to me,” she says.
morning is a new beginning and
explains, “Anyone who is familiar
are my own personal philosophies
a new chance to give your mind
with Lorna Jane would agree that
and have become a mantra I
and body the love and attention it
it’s so much more than simply
embody in everything I do,” Lorna
So what does the future hold
deserves,” she says.
a clothing brand! We share my
states. She further believes in the
for an already world renowned
Her important role in the business
personal active living philosophy
cliché, “you are what you eat”,
brand? Lorna explains that there
sees her managing the creative
in every single thing we do, to
and that there is an extremely
are a lot of exciting opportuni-
direction of her company, direct-
inspire women to reach their full
powerful connection between
ties coming up for Lorna Jane as
ing entire collections and mar-
potential and live beautiful active
what someone eats, and how they
they roll out their international
keting campaigns, and paving the
lives.” Lorna defines her custom-
look and feel every day. “I nour-
expansions and continue to grow.
way to active living through the
ers as part of her active lifestyle
ish my body with healthy, real
“We plan to have 50 stores in the
daily practice of her Move Nourish
family, and encourages them
food every single day, because
United States by the end of next
Believe campaign. Although she
to become part of a worldwide
I know first-hand the positive
year and we are looking to expand
leads a busy life, she revels in
support group that inspires wom-
effect it has on my mood, energy
the brand further globally,” she
every moment of it and ensures
en all over the world to achieve
levels and how I tackle the day,”
says. They are also expanding
that she finds balance, “The key
their goals in life. With 155 retail
she explains. Lorna’s new book,
their Active Living Room concept
to a balanced lifestyle for me is
stores worldwide, and the brand
Nourish: The Fit Woman’s Cook-
stores, which is an exciting new
taking time out for myself every
inspiring a global online move-
book talks about her philosophy
experiential retail offering that
single day. Whether it’s time on
ment embraced by over a million
towards food and how important
combines a fitness studio, a
my yoga mat, meditating, reading
followers, Lorna Jane’s popular
it is to nourish our bodies with
nourishing café and a Lorna Jane
a book or taking my puppy for
online destination, Move Nourish
real, balanced foods, rather than
boutique; bringing the Active
a walk, I make the conscious
Believe, has become a place to
torturing ourselves mentally and
Living Philosophy to life in one ex-
decision to switch off and unwind
learn, grow and be inspired to live
physically over gruelling fad diets,
citing location. The Active Living
to ensure I am ready to tackle
active every day.
which she believes simply don’t
Magazine is launching in a couple
work in the long run.
of months and there will still be
With everything she has already
While Lorna Jane has become a
Healthy living towards a bright future
popular household name, Lorna
“Active Living and Move Nourish
future she sets her sights set on,
insists that it is more than just a
Believe are my recipes for opti-
Lorna still regards her greatest
brand, and rather a lifestyle. She
mum health and wellness. They
achievement as inspiring others to
she says.
more books, and possibly even a achieved in her life and a bright
television show.
“
Our customers are the culture and essence of our brand and their loyalty has always been incredibly special to me. When people wear Lorna Jane they are telling the world they want to be fitter, healthier and live a more inspirational life.
“
anything that comes my way,”
– Lorna Jane Clarkson
WWW.WEIGHLESS.CO.ZA
Sources: www.lornajane.com.au; Lorna Jane Clarkson
greatness. “This is a great philos-
woman of substance
AT THE OFFICE
103