THE ORIGIN STORY OF LOUELLA
Trailblazing is in Ibtihaj Muhammad's DNA. Not only did the Time’s 100 Most Influential Olympic fencer slash her way into history during the 2016 games as the first American woman to compete in the Olympics in hijab, but she has continued to change perceptions of what it looks like to be a female athlete and empower young girls across the globe.
Today, Muhammad is the face of a major Nike campaign, the inspiration behind the first hijabi Barbie modeled in her likeness, and most recently, the force behind Louella, a modest, affordable fashion line she created with her siblings.
Growing up, Muhammad longed for a way to express her own style, while adhering to the principles of her faith, but struggled to find clothes that served her needs. She created Louella to allow other women to find their voices through fashion, and produce ethically made, female-manufactured pieces.
Muhammad’s goal is to see these garments on the red carpet, where she hopes they will inspire young girls to break the mold and defy expectations of what femininity looks like.
“Clothing is a way for us to express ourselves,” Muhammad says. “I love the idea that I can be an athlete and I can be super rugged… but I can do it with eyeliner on, and I can leave the fencing strip and throw on a cool gown, and occupy that space as well.”
In this episode of How Brands Are Born presented by Cardone Ventures, see Muhammad’s remarkable journey from Olympic athlete to a change-maker in the fashion industry.
KRISTEN ALDRIDGE: As an Olympic medalist, change agent, author and entrepreneur, you are empowering young women all around the world to believe that anything is possible. Time Magazine names you as one of the most influential people in the world, breaking barriers and slashing your way into history. When did you first discover fencing, and what was it about it that you were so drawn to?
IBTIHAJ MUHAMMAD: In our family, sports have always been the nucleus of the way we just kind of operate, especially as a large family. I’m one of five kids and my parents always saw the value in sport. I was 12, and we saw fencers inside of the school cafeteria. They had on white jackets, they had on long white pants, and I remember my mom saying, “I have no idea what that is, but I want you to try it out.” When I ran track, when I played volleyball, when I played tennis...my teammates wore tank tops or shorts, and I always wore spandex with a long sleeve top underneath, and I also wear hijab. So when I joined the fencing team, it was really cool because I looked like everyone else. It was the first time in my life that I didn’t have to be in a different uniform than my peers. What I love most about the fencing mask is that there’s this mystery that happens, a sense that no one knows who’s behind the mask…it’s just an opportunity to show everyone what you can do.
KRISTEN ALDRIDGE: Even though you started fencing later than most, your talent and tenacity were undeniable. Making history at the Olympics, what did that mean to you?
IBTIHAJ MUHAMMAD: I’m most proud of the opportunity to represent my country at the highest level of sport. No one expected a Muslim woman who wears hijab to be a fencer, to not only compete for the United States at the Olympic games, but then to bring home a medal. Anytime we have a first, they should be celebrated. And not necessarily for that person but I think it’s for us collectively. It challenges so many negative stereotypes, and I think breaks down this narrative that has existed about the Muslim community for a really long time, and it’s been one that has often times been dark and not positive. I feel like my being on the Olympic team, and occupying that space, challenges those narratives in a way that hopefully pushes back and changes people’s minds for the better. It was, I think, one of the best decisions of my life to decide I want to work hard for this dream.
KRISTEN ALDRIDGE: After the Olympics, you’ve continued to be an agent of change by writing a very moving memoir. Proud is a really powerful word, how did you land on this for the title?
IBTIHAJ MUHAMMAD: Proud is a story of resilience, triumph, and breakthrough. I couldn’t think of a better title. For me it kind of sums up that energy I’ve needed in every facet of my life in order to be successful. There were so many moments where there was push back in my existence in sport. Not only as an African American in a predominately white sport, and not only as a Muslim woman who wears hijab, but even as a woman. I love that I’m able to use my story to tell young kids who may feel like they don’t belong or have been made to feel as if they’re not enough, to show them that there are other people who have that same story. We’ve been able to stare down bigotry, discrimination, even just someone not believing in you. And I think that’s something that can translate to any kid out there, no matter where you’re from, what you look like, what your religious beliefs are, what your gender is…this is something that can be yours if you’re willing to work hard for it.
KRISTEN ALDRIDGE: Your influence and impact for empowering women doesn’t stop there, you now have your own successful clothing line, so what was the inspiration in creating Louella?
IBTIHAJ MUHAMMAD: I started Louella a few years ago with my brother and my sisters, and it was a way for us to fill a void in the US market. Within the modest market, when people think modest fashion, they think dowdy, they think dark, they think no shape…and for us, we’re none of those things. Any woman kind find something on our site that fits her aesthetic in ways I feel like haven’t been done in the past. It’s been amazing to see the responses from people, to have clothing that is not only fashionable, but also affordable. We make everything in Los Angeles, we work with female manufacturers that employ women, we make our things in an ethical manner, and I wish I had Louella when I was younger. I remember when I was a kid, I had a really hard time expressing myself through what I wore but also adhering to my religious beliefs. It’s great to not only have a company that adheres to lines of modesty, but also has found a way to make it cool. So much of running a business is similar to being an athlete. There’s going to be ebbs and flows and dips and falls that we take, but I love that I can take something like this piece of art, and I can see how it brings happiness to our customer. We have people who order from Australia to the Netherlands, we have women who may wear hijab, women who don’t, so many different people from different walks of life who love our clothes. There’s a lot of versatility to Louella and I think that’s why we have such a diverse customer base.
KRISTEN ALDRIDGE: You have said it’s always been your intention to reach as many women as possible. How do you see Louella growing into the future?
IBTIHAJ MUHAMMAD: My dream for Louella would be to partner with amazing artists who have a great eye for gowns, and see Louella on the red carpet. Louella is not only for me and my sisters, I feel like it translates to so many of us. Clothing is a way for us to express ourselves. I love fashion. I love the idea that I can be an athlete and I can be super rugged, and I can be very competitive, but I can do it with eyeliner on, and I can leave the fencing strip and throw on a cool gown, and show up in that space as well. And having the opportunity to occupy that space, as an African American woman, as a Muslim woman, and be of service to other women, is so fulfilling, and I hope that people love our product as much as we do.
