Post completing her undergraduate degree in Marketing, Lana Dugmag moved to Milan to obtain a certificate in Fashion Design at Istituto Marangoni. With education and experience under her belt, she worked behind the scenes as a stylist for editorial photo shoots, commercial work and as an art director, for many years. Set to launch Newd Style Agency as founder, stylist and illustrator for the company, Lana hopes to provide the best styling, photography, set design, hair and make up, and other creative services to the city. Sharon Carvalho spends a day with the fashionista to find out what goes on before the camera rolls
Lana is a self-proclaimed morning person and knows that she always will be. “I love being able to get up and greet a new day. That’s when I’m most energetic and inspired.” She channels this enthusiasm into meetings with other freelance artists to discuss photo shoot ideas and themes. For this, she dons a denim shirt from The Fifth Label, a skirt from Stylestalker and pairs it with a necklace from Vidakush, all from West LA Boutique.
Lana takes this time to either have a casual lunch with friends or have a quick meeting as she re-fuels her creative energy for the rest of the day. “Lunch outings are always exciting for me as I am always in the mood to check out new places and the latest concepts in the city.” Here, she puts on a top from P.A.R.O.S.H, jeans from All Saints and an intricate hand piece from BCBG Max Azria.
When it comes to an early dinner with friends, especially over the weekend, Lana opts for a sportinspired look. “I love this time of day, where I get to catch up with my friends. And an outdoor, casual spot is perfect especially
since the weather is nice in the city.” Her look is put together with a dress from Three Floor and shoes from Diesel.
Whether it is a fashion event, a birthday dinner or a night out with friends, Lana puts together an effortless look. “I take this time to detach myself from the stress of the day and truly enjoy my evening out, which has me feeling great at this point.” In a dress from All Saints, boots from Saint Laurent and accessorised with a ring from Luv AJ and a bangle set and arm cuff from Amano, all from West LA Boutique, she completes the look with a purse from Saint Laurent.
Photographs by: Sarfaraz Ali Photography