Two years ago, Laurentine Van Landeghem, owner of ‘Clouds of Fashion’, started her own blog: Clouds of Fortune. As a child and teenager Laurentine already had a passion for fashion but it was never clear what she was going to do with this in the future. This passion was further pursued in a blog where she shared mostly DIY projects. The blog turned out to be a real hit! And so the Clouds of Fashion story began…
Soon Laurentine was playing with the idea of starting a pop-up shop. Affordable clothing, bags and jewellery, carefully picked out by herself, that is what Laurentine wanted to bring to her brand new pop-up. Thanks to her social media network and a healthy dosage of word-of-mouth advertising, her pop-up shop in Elversele grew to be a great success! Girls came from everywhere to this rural village to take a look.
What Laurentine had not dared to hope became a dream come true… Opening a real shop. And in the heart of Antwerp, too! That this meant dropping her study could not stop her. ‘Fortune favours the brave’ is tattooed on her forehead and that became Laurentine’s life motto. In October 2013, the first real Clouds of Fashion shop opened on the Melkmarkt inAntwerp. COF had not been open for half a year before the first fashion show was held in De Ark in Antwerp. She had never dreamed that this concept could be such a success story. 250 fashionistas bought a ticket and were eager to stand in line to shop for clothes after the show. Once bitten by the fashion show bug, it did not take long before Laurentine launched a second show. Bigger. Better. More clouds. More pink. On 4 October 2014, 900 fans witnessed a gigantic fashion show in Parkloods Noord. This time, fans could not only enjoy a fashion show and shop to their heart’s content, but various stands and food stalls added to the ambience. From sushi and cupcakes to painting your nails while drinking a cocktail. In March 2016, the third edition of the clouds of fashion show will be a fact.
The shop on Melkmarkt Antwerp became too small, due to the rush of customers… In late January Laurentine closed shop and took a month to focus on furnishing the new shop premises and setting up a brand new web shop. From now on Clouds of Fashion is located in the Nationalestraat, the famous Antwerp fashion street!