Fashion that Evokes Confidence
PHOTOS BY JON SIERRA & JACOB, OWNER OF BLAIR MEDIA GROUP
Fashionista Yogi is the brainchild of Lakeland resident Susan Higgins that aims to bring a stylistic flair to yoga activewear.
The brand was always an idea, but it wasn’t until 2022 when she looked herself in the mirror and decided to truly use her gifts and her story to pour fully into an apparel company that she had tinkered with for about a decade. It started to weigh heavy on her mind, so she knew she had to do something.
“If I'm gonna be taking selfies and showing myself working out every day, I need to be representing something that comes from me that I want to really be wearing,” Higgins said. “That's really what pushed me to get something going is myself working out every day and not seeing myself wearing my own designs.”
She wanted to build a strong foundation for her brand with a message, researching what was trendy but affordable for activewear. Along the way, she started working with a factory that provided the soft nylon and poly spandex fabrics she needed for Fashionista’s notable touch, and she made each piece come to life with eye-catching colors like electrifying blue and Barbie pink.
Currently, the brand operates exclusively online, on its website fashionistayogi.com, selling a plethora of vibrant female activewear and unisex t-shirts inspired by 80s rock. Notable items are their sports bras and jumpsuits that incorporate little details that make them distinctive.
“I want people to be inspired to change the narrative and the story that they may have set up in their head, that may be a negative story, and I want them to turn that into a positive story,” Higgins said. “This brand is really for the fashionista.”
Higgins knows firsthand what it means to turn tough times into opportunities for growth.
Becoming a fashion designer was an undeniable vocation for Higgins, and she distinguished herself in New York City working for notable fashion brands like DKNY.
But being a renowned fashion designer is a heavy mantle to carry, with high demand and a lot of pressure to always be pushing the envelope and turning profits. Neck-deep in stress, she needed an outlet to help her decompress.
In 2009, shortly after being diagnosed with ulcerative colitis, she discovered yoga. Yoga helped control her stress and flare-ups of the disease; it helped her find the tranquility of mind needed to push forward with her career.
Her reputation preceded her, and she was recruited by JC Penney in 2011 to work at their corporate headquarters in Dallas. In that season of life she also mastered yoga and joined the Sunstone Yoga studio, earning a 500-hour trainer certificate in 2012.
“There was something in my head that kept hitting me saying, ‘You should do this, you should do this,’” Higgins said. “And I started asking different teachers about it, and they told me about their experiences and how much they loved it.”
She became an instructor, and loved it, but in 2016 she was diagnosed with rheumatoid arthritis that damaged her wrists. She had to find alternative yoga movements and routines to compensate for that health change—but per usual, Higgins persevered.
Fast forward to 2021, Higgins was back in her hometown of Rochester, NY, when she was in and out of the hospital for several months, including suffering a diabetic coma. It was a scary time and her future was more uncertain than ever. It took months of physical therapy for Higgins to be able to walk again, but the bounce in her step eventually returned.
In 2022, she moved to Lakeland to be with her mother, signaling the beginning of a new chapter for her.
Much like her life journey, her company has experienced its fair share of ups and downs. This year has served as a catalyst for customer acquisition and new products. Higgins has canvassed the state setting up pop-up shops, as well as hosting yoga classes, all with her trademark smile that reflects confidence and boldness she hopes to pass along to others.
You can check out the Fashionist Yogi brand, as well as Higgin’s upcoming schedule by following the brand on Facebook or Instagram.