LOLA Chief Design Officer Alma Adrović has worked with the world’s top activewear brands as the lead designer behind some of the most iconic activewear designs of the past two decades. As one of the founding designers for Lululemon, Alma developed over 15 trademark styles that are bestsellers to this day, helped develop the original Luon® fabric, and is the designer behind the Wunder Under®, the legging that started it all. Alma has watched Lululemon's growth with a great sense of pride as her best-selling designs are still available in their stores well over a decade after she created them.
Bringing to her designs a passion for the emotional relationship women have with their clothing, Adrović seeks to ensure women feel seen, heard and understood. Following Lululemon, Alma was selected to become the Design Lead of Global Women’s Sportswear at Nike, the worldwide conglomerates’ mix of streetwear & sport-inspired apparel. During her time at Nike, in addition to her Nike Sportswear designs being featured in the RIO 2016 Olympics, Alma held leadership roles in Women's Training and Tennis, designing personally for Serena Williams and Maria Sharapova.
In her most recent role as Design Director for Men’s and Women’s Sportswear Apparel at Under Armour, Alma set the aesthetic and creative direction for the company's newly formed category. Within this design category Alma also managed creative direction and designs for the A$AP Rocky capsule collection, Under Armour's first influencer collaboration.
With a desire for greater creative freedom to design fit-obsessed activewear that stands for women of all shapes and sizes, Alma conceptualized the feminine-forward LOLA Activewear line to once again re-imagine the activewear category and empower women in all her forms.
“Representation really matters. Whether women are busty, skinny, curvy, hourglass, short, petite, or tall we all have our insecurities…people think that if you’re skinny you don’t have anything to complain about…but it’s not physical, it’s emotional, it’s internal – it’s how we see ourselves. That’s why all shapes, ethnicities, sizes, and identities must be represented. And that is why we are doing what we’re doing. Because many women’s bodies are misunderstood, and all women’s bodies deserve to be celebrated,” states the designer.
In her current role as Chief Design Officer at LOLA, Alma brings her 18 years of experience leading the entire creative design process from concept to delivery within the world's leading apparel companies to a more personal and purposeful mission.
“I’m so passionate about women, understanding women’s bodies and how the experience of our clothing affects our self-perception. It all comes down to why I care so deeply about fit – I suppose it’s an intuition of how a woman feels when she’s wearing something that enhances the way she sees herself,” says Alma.
As a high-level competitive swimmer throughout her youth, Alma noticed athletic swimwear wasn’t designed to make women feel beautiful. So she made her own. “When I looked better, I felt better, and when I felt better, I performed better,” explains the former athlete. With an appreciation for bringing together the science of fit and the art of fashion, she now wants to share that same sense of self-assurance with women everywhere.
“As women, we have so many conversations with ourselves, and we are so hard on ourselves. That’s why I design. To make those internal conversations much easier with what women wear, how they see themselves, and how they feel every day,” shares Alma.
Because all women’s bodies – and all women – deserve to be celebrated.
Do you have any feedback or ideas for Alma? She would love to hear it! All the good. All the bad. Anything creative or design related, please send an email directly to her at firstname.lastname@example.org.