I think her professional styling is very much her personal style we saw how her runway styling evolved when she went from stocky butch goth to thin coquettish blond. That change was a prologue to the shift from millenial 2010's quirky and sincere body positivity aesthetic to 2020's Gen Z cynical Ozempic era.
She may not have some iconic calling cards like Carine's pencil skirts and blouses or CCD's black tops with gold jewelry, but there is something very girl who grew up on social media (whether it was livejournal, blogspot, tumblr, etc.) about Lotta's POV that resonates with a larger crowd now that almost everyone does. It's like a cynical take on femininity from the late 90's-10's or playing around with it at least. A mix of Harajuku street, mid 2000's "popular girl" trends, and some eurotrash that merges into what people call y2k fashion now.
While she didn't do much for Mulberry or Ferragamo, I think the heat she brought to Balenciaga, Blumarine, and Miu Miu gives her the same aura of being in tune with the zeitgeist that Carine and CCD had in their heydays. I'd argue that the recent Chloe collections (that I still like) don't have the same bolt of fashion lightning the debut did because Lotta was replaced by Elodie David. I know Elodie styled the debut show, but a lot of it was repeated looks from the pre-fall Lotta worked on.
But I don’t disagree that she represents the moment but for me, she dresses in MiuMiu because she is working for MiuMiu. And because of the commercial success, her influence grows at MiuMiu.
I think it’s interesting that you mention Ferragamo and Mulberry. Because essentially, her styling is different there and so the impact of her influence. Yes, there’s a common thread regarding nostalgia about Balenciaga, Blumarine and MiuMiu but it’s precisely about her taste, not so much about her style.
When you see CCD work for Azzedine, Karl and Gianni yes, the personalities of the three designers shines through but it’s obvious that it’s done by CCD. It’s even funnier when for example you look at the switch at Versace from the moment they switched from CCD to Carine.
And unsurprisingly, I didn’t liked her latest styling at MiuMiu because it was so much about her personal style. For me, as a stylist, Lotta’s strength is her capacity in sharpen a strong aesthetic. Why we assume that it would have worked at Chloe? Because Chemena’s POV is already defined. The message just needs to be more sharp.
MiuMiu has always been about a certain POV but under Katie Grand, compared to Olivier Rizzo, the message became messy. What Lotta did? She made it sharper.
For me her school of styling is very Anglo-Saxon and it’s probably for the better because it doesn’t put you in a box.
@Cocteau Stone mentioned Grand and I agree. Grand has a terrible personal style but when she is good, she can totally transform and elevate the vision of a designer. She did great things in her first period at MiuMiu. Her work with Marc Jacobs at Vuitton was exceptional.
I think Carine, Emmanuelle or Carlyne, the girls from the ELLE school, comes with a different aesthetic bagage. In a way, they are brining their personalities more than their savoir-faire. It will be interesting to see what Lotta will eventually style next.
And doing MiuMiu is already a big shift for her in terms of access to talent and maybe in terms of being a household name and not just the cool stylist. It redefines her status. She gets to work with Meisel now and she is not a disruptive voice anymore.