Toby Morgan combines her legal expertise and passion for fashion to revolutionize bodysuits with her brand LUSCA, featuring a patented magnetic clasp for enhanced comfort.
Toby Morgan, a Sandy Springs resident and practicing lawyer, has made significant strides in the fashion industry with the launch of her brand LUSCA, which offers an innovative twist on the traditional bodysuit. Morgan, of Jamaican descent, has been a long-time admirer of bodysuits, viewing them as a versatile wardrobe staple that provides a sleek silhouette for various occasions.
Despite her enthusiasm for the garment, Morgan found that comfort was often lacking in the bodysuit design, which continued to rely on outdated clasp mechanisms. “I was confused why we were still using the pushbutton clasps or no clasps at all,” she remarked. This frustration propelled her to create a more user-friendly alternative—a magnetic clasp—allowing for greater comfort and ease of use.
Over five years, Morgan navigated the complexities of launching a fashion line, transitioning from her legal profession to entrepreneurship. She credits a pivotal connection with Felicia Loewy, CEO and founder of Assembly Line, a fashion brand development agency, as instrumental in assisting her through the design and launch processes. Loewy guided Morgan from the initial CAD designs to sourcing a manufacturer and fabrics for her collection.
Although the emergence of popular shapewear brands, such as SKIMS by Kim Kardashian in 2018, could have deterred her, Morgan remained undeterred, affirming, “It just further solidified the bodysuit’s role in fashion. They are here to stay.”
In 2022, LUSCA debuted its first capsule collection, featuring 11 bodysuits equipped with the newly designed magnetic clasps. The collection presents a variety of styles, from basic long-sleeve and sleeveless options to edgier designs in black mesh, vegan leather, and animal print. Sizes range from XS to XL, with prices between $160 and $200. The bodysuits, available for purchase on shoplusca.com, offer both thong and full-coverage options.
Morgan recently achieved a significant milestone with LUSCA’s launch on Wolf & Badger, an online global marketplace. Additionally, she has patented her innovative magnetic closure and is exploring partnerships with other designers in the industry.
Reflecting on the functionality of her designs, Morgan states, “I’m proud of what we created. Men have not been focused on the ergonomics of clothing they have been designing for us women. Our magnetic closure creates better functionality to use the restroom while wearing a bodysuit.” This practicality has resonated with women, who have expressed newfound freedom in wearing bodysuits for events like concerts.
Morgan is optimistic about the future of fashion in Atlanta, where she believes local designers are contributing to a significant evolution in the industry. “Designers in this city are a part of the evolution of fashion, and we are introducing new concepts and ideas to the world,” she commented.
Morgan’s journey is further complemented by her family life; she is raising her baby boy, Aries May, with her fiancé, William May, and looks forward to planning their wedding in Jamaica, where her mother resides following retirement.
Source: Noah Wire Services
