SIOLoonim, a company founded by business partners and beloved friends Lois Rosenthal and Minoo Hersini, launches a new women’s high-end white shirt collection. The exclusive fashion event on Wednesday evening brought out guests, editors, photographers, and minor celebrities for the collection's debut presentation. Alternatively to a routine catwalk, the featured line was showcased in a peaceful cocktail-party setting with guest mingling at the scene, models modeling the designs, and the designers cheerfully meeting a greeting.

Danika in Organic Bamboo and Adonis in Cotton, Nylon, and Lycra

The launch was held at the Chamberlain Hotel in West Hollywood, which I discovered to be a hidden treasure hide-a-way. With the exquisite clear sky, refreshing rooftop air, and serene white-themed setting, the overall atmosphere was calm, friendly, and ultra-chic. After a crazy, fast-paced few days of LA Fashion Week, the cool and relaxing ambiance was exactly what I needed.

Model Pia in a cotton stretch

As I sip on my sparkling water and enjoy the view of LA from the hotel rooftop, Minoo Herini, creative designer of Sioloomin, walks up to me with the nicest smile and gentlest voice and before I can introduce myself, she takes my hand and welcomes me to her fashion launch event. Being approached first-hand by a designer put me in a state of surrealism and with Minoo’s delightful presence and sweet persona, it was almost impossible not to feel special.

Minoo Hersini, creative partner of SIOLoonim

Why a collection on a simple white shirt? “I wanted to do something that I am proud of,” explains Minoo.  “A white shirt is classic piece of clothing. You can wear it from morning to evening. You can wear it with skirts, jeans, trousers, everything,” says the designer. The inspiration behind this collection is the versatility and endurance of the timeless white shirt.

Nadia and Danika both in SIOLoonim organic bamboo and cotton

Another special thing about Sioloonim’s white shirt collection is that it focuses on sustainable fabric. Made primarily of organic bamboo, cotton stretch, nylon, Lycra, and silk organza—all from the finest quality of Italy, Switzerland, and Japan—the various pieces not only demonstrate classic style, but eco-friendly fashion.

From sophisticated collars and appealing necklines to unique cutouts and intricate detailing, Sioloonim presents some of the chicest, cleanest, and classiest example of organic clothing. As the movement for all-natural materials is rapidly taking off, green is definitely the new black. SIOLoonim’s collection is simple, classic, chic, and eco-friendly. Nothing beats that.

Sioloonim white shirt collection

The brand name, SIOLoonim, holds a significant and inspirational story of its own. It is the backward reflection of Minoo and Lois combined. There’s a deeper meaning and connection with Sioloonim as well. The white shirt is an iconic representation of timeless fashion, but this collection also signifies Lois and Minoo’s lifelong friendship and the everlasting bond they share. Though both women come from different worlds, Minoo and Lois believe that it’s never too late to follow your dreams. “Our collection is a message to all women that it’s never too late. Do what you love and be proud of it,” says Minoo.

For more information on Sioloonim, please visit www.sioloonim.com

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