
Maxim Fashion: Lauri, your brand LS is making waves. How would you describe its essence to someone discovering it for the first time?
Lauri Simpson: LS is where empowerment meets elegance. It’s not just activewear; it’s a statement. Every piece is designed to move seamlessly with the modern woman—whether she’s smashing her fitness goals, leading a boardroom, being a loving mother to her children or unwinding with friends. LS is all about blending function, luxury, uniqueness, strong personality and individuality. Because you will be free and able to create different looks with my brand.

Maxim Fashion: Your debut collection, Essence, was a huge success. What was the vision behind it?
Lauri Simpson: LS Lauri Simpson and its first collection Essence was inspired by the idea of stripping down to what truly matters—confidence, strength, authenticity. I wanted to create pieces that highlight a woman’s natural power, strength and resilience. Whether it’s our Black Elegance yoga mat or a sleek pair of leggings, it’s socks in black or off white with Gold metallic logo and our pack of 5 resistance bands, it’s all about feeling your best, inside and out.

Maxim Fashion: LS doesn’t just cater to fitness but is also about lifestyle. What sparked this fusion?
Lauri Simpson: Life isn’t conpartmentalized, and I wanted LS to reflect that. Women today are multitasking queens—they don’t just go to the gym; they’re leading meetings, running errands, and living vibrant lives. LS gives them versatile pieces that effortlessly adapt to every part of their day while keeping them stylish, comfortable and functional. Because when you feel good you perform better.

Maxim Fashion: Sustainability is a big conversation in fashion right now. How does LS stand out in this space?
Lauri Simpson: Sustainability isn’t just a trend; it’s a responsibility. At LS, we focus on eco-conscious materials and ethical production. For example, our Cork Ultralight yoga mats are made from renewable, biodegradable cork. I work closely with our supplier, to ensure every piece aligns with our commitment to style and the planet.
Maxim Fashion: You’re also a mentor for Miss UAE Top Model. How does that role connect with LS?
Lauri Simpson: It’s been an incredible experience. Watching these women own their individuality and step into their power resonates deeply with the LS ethos. It’s about celebrating authenticity, resilience, self confidence and strength, which is exactly what LS stands for. The energy from that experience inspires me to keep creating pieces that make women feel unstoppable and beyond limits.

Maxim Fashion: What can we expect from LS in the coming months?
Lauri Simpson: We’re expanding big time! Expect, yoga blocks, and our pack of chic 5 resistance bands, which range from light resistance to extra-strong resistance—perfect for all fitness levels. Also started working on a men collection. It’s all about giving our customers the tools to elevate their fitness and style game. other accessories combining functionality with our signature aesthetic. I’m also excited to grow the LS community, creating a space where women feel connected, celebrated, and stylish. Also men collection in a near future.

Maxim Fashion: What’s your personal style philosophy, both as a designer and as Lauri Simpson?
Lauri Simpson: For me, it’s all about don’t let anyone or any situation define you, balance, confidence, strength physical and mental—elegance and edge, comfort and sophistication. Whether I’m designing a yoga mat or styling an outfit, I aim to highlight individuality. I believe true style is about wearing confidence, no matter what you have on.
Maxim Fashion: Lastly, what’s the one thing you want every LS customer to feel when they wear your brand?
Lauri Simpson: Unstoppable. Beyond Limits. When you wear LS, I want you to feel like you can conquer anything. It’s not just clothing—it’s a mindset, a lifestyle, and a reminder of your power.