One thing's for certain, two things for sure - your best ideas come from a place of purity. What's discovered when you move with pure intentions is quite possibly one of the most important things to find, that is yourself. It's common that most people find themselves and their purpose when they do things from the heart + soul, with their purpose then leading them to a lifetime of freedom. So what's someone to do when they are "so-called" a creative? The answer is simple, create a so-called fire body of work!
Amber Alexis, multi-talented designer, photographer, editor, and creative director spent years entering and exiting avenues of work to find what worked for her best. For years she searched for the proper title that fit her lifestyle, until she decided against the concept completely. In 2018, she founded "So-Called" Brand, spending the first three of it's conception putting the pieces and herself together ahead of it's big launch. A home to visionary exploration, Amber's focus was to create a space to be all that she is, each with each so called piece of her in one place because it is true, "Amb Lex does it all."
As the years went on, her desires for something real reached a head, as she began to design her first collection. A woman passionate about her mental health and spirituality, Amber tapped into her current moment and created something she needed, an escape the current conditions into a world imagined. January 21, 2021, she did some really big shit, releasing the official So Called website and it's first capsule collection "Check the Connection" with each piece ideated by Amber herself.
I caught up with Amber to talk about her purpose, creativity and to get some new sounds as she curated two playlists to further express everything "So-Called".
What was your inspiration for this capsule collection?
Mental health was the inspiration behind the capsule collection. Technology plays such a major role in our lives and it can be super overwhelming. It is important to disconnect and connect with yourself.
How do you disconnect from the world and connect with yourself?
Social media breaks are a major way I disconnect. I subconsciously find myself comparing myself to people's highlight reels on Instagram and Twitter. I also have to separate myself from people in real life that make me doubt myself or question my goals.
what were your struggles of 2020, what has been the process of overcoming them?
In 2020 I struggled severely with anxiety and depression. The pandemic took a toll on my mental health. I made the split decision to quit my corporate job because I realized it had nothing to do with what I was passionate about and I was miserable being tied to a desk in my house.
What are you releasing?
With the collection and launch, I am releasing self-doubt and limiting beliefs. Releasing my site and the first capsule collection was nerve-wracking for me as an overthinker, but I release that and know it should touch someone and I cannot hold onto it.
What was the determining factor or moment that made you release your collection?
The determining factor was when I received the sample for my scarf. The whole site photoshoot and release came within like 3 days. Had to just let it go. I had been talking about it and trying to get people to help, but I just had to lean on my own abilities and be very personal with the first impression.
Why now?
1/21/21 was the release day. I started "So-Called" in 2018 but never had enough nerve to release a site. Now after having a rough 2020 I needed to prove to myself that it is possible and make my mark. Stop hiding.
What is “So-Called”
"So-Called" is my whole creative being. It is the voice against the pessimistic and sarcastic that keeps anyone from doing what they want. "So-Called" is a lifestyle brand that has the capabilities to grow beyond my wildest dreams.
What do you want your art to say about you?
I want my art to say to show that I am a deep thinker, make statements, and take risks.
What can we expect from “So-Called” in the future?
I expect "So-Called" to be my outlet to design around themes in my life and the world. I see it being a fashion house of statement pieces. Definitely don't see it being limited to apparel.
How do you want your art to change the world?
I want my art to change the world by giving a voice to those who quietly create. I want it to be a catalyst of change within myself and those who encounter it. Being whoever we want to be and embracing evolution.
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