Luna Joachim is the owner and fashion designer behind L’Accent Women’s Fashion boutique in Brookline. She’s also a lover of all things vintage. The moment you walk into her store, it’s like traveling back in time to the age of elegance and crinoline.
With retro silhouettes, dainty lace gloves, and one-of-a-kind sculptural hats, Joachim aims to bring the class and femininity of the ‘50s back to Brookline.
Her latest collection debuted Oct. 6 at the Brookliners fashion show and revealed more casual but equally sophisticated offerings for every day.
Exhale: How did you get involved in the fashion industry?
Luna Joachim: I worked as a nurse for a long time, and then I opened my store, I think it was 2010. I used to sell everybody else’s stuff, but sometimes I would find something I liked and I would make it my own. There was a company I used to buy from that knew that about me. And when I would go there and they were choosing designs or fabrics, they would always ask me what I thought. That’s how I started my line.
It’s something that I’ve truly loved, ever since I was a little kid. Every single Sunday when I go to church everybody always wants what I’m wearing. I love to wear my own things.
How would you describe the L’Accent style and the woman who wears it?
I love the 1950s, the Jackie [O] style. The hats, the gloves—I’m so in love with that style. I love vintage. Even at my house, my furniture. I never liked anything [current] that was going on, even when I was young. These days women are so hush-hush and dress any way. I just don’t like it.
We are women; there’s something about us that men don’t have. I find it so beautiful when you see a woman in a nice little dress, even to go shopping. It’s so classy. Every woman can wear my dresses, I make sure of that. I wouldn’t want to just make dresses for particular people. I make them for different shapes and different sizes.
What’s a challenge you’ve encountered with your business, and how did you overcome it?
I struggled a lot with location. I was in Malden when I started my line. My line didn’t do well in Malden. They loved it, but that’s it. I had a few customers, but that was just a few. Because I have dresses for $800, for $1,000, it wasn’t the best fit. I try not to make a lot of my dresses; I want them to be exclusive.
I moved to Brookline. It was this area that I worked in for almost 20-something years [as a nurse]. I target people from Newton, Wellesley. Wherever I go, they love it.
What can we expect to see from you this fall?
I have a few styles I’m bringing out for the holidays. I’m bringing out some colors as well: green, burgundy. I don’t like red. You will see me do burgundy, or a dark red, but I don’t like red. I’m coming through with a few skirts and slacks and things like that as well, because in Brookline, they love casual—but beautiful casual. I have my own line of hats as well.
How are you catering to that casual tendency in Brookline?
I have so many people that come in here and they say, “Oh my God, I love this. But can you make something we can wear every day?” Because my line is a little bit fancy, and so many people around here kept telling me they love what I make, that’s what I’m doing right now. I’m even going to have a pair of jeans on the runway. It’s OK to wear pants, but there’s a way to dress it up, make it nice.