Faux-fur outerwear and sweatshirts, founded by Sally and Lettie Pattinson.1. Find someone to work with whose skill set complements yours. “I design and make everything,” Sally says, “and my tech-savvy daughter, Lettie, markets our clothes tastefully.” 2. Network to build followers. “We once sent a piece to a blogger who tagged us in her Instagram picture. That boosted our following to 500-plus,” she reveals.3. Post photos that show your process. “Lettie constantly takes images of our fashion drawings and fabrics, and of me sewing the bombers,” Sally says.—AS TOLD TO ARIANA MARSH

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FIND YOUR VOICESinger Jess Glynne wears a Royal Kulture jersey, $85. Soo Ihn Kim earrings, $92. Details, see teenvogue.com. PHOTOGRAPHED BY CHAD PITMAN.

FLUFF PIECE

The Design Studio faux-fur

jacket, $140.

As emerging designers turn to Instagram to introduce their businesses, we asked two entrepreneurs to share

their tips on how to launch an I-label. (Snapshot skills required, of course!)

ROYAL KULTURE @royalkulturemerch An Afrocentric label, founded by Kevin

Afuwah and cofounded by Najee Parks and Shawndell Green. 1. Choose a product that means something to you. “I’m from Nigeria,” Kevin says, “so we decided to take West Africa’s traditional dashiki and shed light on the prints in a fashionable way.”

2. Start small. “Royal Kulture began by focusing on the dashiki, and we transitioned to other items as people understood our brand,” he says. 3. Interaction is key; Likes are secondary. “We genuinely want people to create conversations under our photos,” Kevin notes.

“If they have any questions, we give them an answer.”THE DESIGN STUDIO

@thedesignstudiohawarden

64 MAY 2015 SUKI WATERHOUSE IN TDS

ZENDAYA IN ROYAL KULTURE

web extra!READ MORE ABOUT THE U.K. POP SENSATION AT TEENVOGUE.COM.

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