We chat to the inspirational entrepreneur behind the Lorna Jane fashion phenomenon.

From the humble beginnings of the first store opening 25 years ago, to the wildly successful active wear fashion brand it is today; one thing that has remained constant about Lorna Jane is the passion of its founder and namesake Lorna Jane Clarkson.

Lorna Jane St Ives store manager Cassandra Sell says this passion is something they have no trouble in passing on to their customers.

“It’s so great to interact with customers at Lorna Jane because we approach them with a genuine and authentic feeling,” says Cassandra.

To get a greater insight into this popular brand, we caught up with the woman herself, Lorna Jane Clarkson.

What sets Lorna Jane apart?
Lorna Jane started this category of people wearing their active wear beyond the gym. But we’re not just an active wear brand – we are a way of life. We have an active living philosophy and we’ve made it really simple for people. You just ‘Move, Nourish, Believe’ every day and you’re going to be fitter and happier. I want this brand to help people be the best version of themselves.

Tell us about the connection you have with your customers.
I opened stores in the first place to have a connection to my customers. I never thought in a million years the business would get this big. I can’t think of anything better than meeting my customers and them telling me their incredible Lorna Jane stories, like losing 20 kilos because they formed a relationship with one of the girls in store. I want my time on this planet to count for something. Accidently, by making active wear, I’ve ended up inspiring women. I am really grateful for that.

Can stylish active wear inspire people to be more active?
It’s a passion of mine. I am a fashion designer and an active woman. I truly believe if you wear great active wear you’re going to be more active. So, I tell people to put their active wear on whenever they can. Wearing it on a Saturday may inspire you to take the stairs, or walk a bit faster around the shopping centre. The fabrics have to be amazing, wash and wear easily and be figure flattering. Because fit and healthy comes in all shapes and sizes.

Whatever your fitness style, you’ll find a great range of Lorna Jane fashion at St Ives.