We had the good fortune of connecting with Joielle “Blvkindigo” Lee and we’ve shared our conversation below.

Hi Joielle “Blvkindigo”, how has your background shaped the person you are today?
I am Joielle “Blvkindigo” Lee and I am the founder of Mörph Studios. I was Born in Detroit and raised on the Southside of Atlanta where my love for creating really began to blossom. I didn’t grow up in the best financial predicament, but my Mom did a good job helping me to forget. I remember begging her for my first Aéropostale shirt in middle school. She bought it reluctantly because she didn’t believe in spending that much on things I would just grow out of. She made it clear she wasn’t doing it often, so I had to get very creative to keep up with the suburban kids at school. Every Saturday, after my 7am piano lesson, my mom would take me to the thrift store.We would spend hours sifting though peoples’ pre-loved items. I would find the most eclectic pieces to pair with lots of accessories and my favorite sneakers. There, I discovered my very avant-garde taste. The thrift store began to be a safe space for my expression.

 

Alright, so let’s move onto what keeps you busy professionally?
I started Styling on the campus of Howard University, where I graduated in 2020 with my B.B.A in Marketing. I worked with several up and coming Music Artists, Fashion Designers, Magazines on campus and focused a lot of attention on Pageant Styling. Upon graduation, I planned to move to NY for more creative opportunities, but was boomeranged back to ATL because of Covid. I got a job working in Corporate America with hopes to finally expand my business. Just as I found myself getting established, I was a part of a mass layoff. Although frustrated, my journey turned out to be a blessing. I moved in faith and officially was able to launch my LLC Mörph Studios in 2021. I have since worked on projects with KCAMP, DeAnte Hitchcock, Rylo Rodriguez and other Actors, Artists, and Community leaders. I Launched Mörph Studios with hopes to help bridge the gap for creative opportunity in low income communities. Mörph studios aims to forge transformations that incite unlimited possibilities through fashion & art . I want to encourage others to take that first step forward, even if they don’t know every step after. I plan to change the fashion world through my unique, dual perspective. I also want to bring back the lost art of Fashion storytelling through experience. My brand is a safe space for people to shed, learn, and change. I hope people will see me and be inspired to continue to pursue their greatest self. Progress requires an absolute change. Change is mandatory, accept it. Let’s grow together.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend was visiting Atlanta I would definitely take them Shopping! Some of my favorite places are Rag-o-Rama on Euclid Ave ( Sustainability), Wish ATL, Todd Patrick, Heavy Market, and Second Street. After shopping, I would definitely hit Colony Square and visit Saints + Council and then Pop into JOJO’s Beloved. I love also a good Beltline Walk to Piedmont Park. I would finish the night at a gallery like Peter’s Street Station or Agenda Studios for a vibe.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I think I can attribute my successes to A LOT of people. I feel like my community has been extremely important to my growth. I would like to thank my family, partner, my friends. My friend Nelly has truly inspired me and given me a larger platform for creative expression and she has invested her time teaching me new skills to help me grow in my design process and my friend, Spike Ree, who has continued to help me expand my network in Atlanta. Also special thanks to all of the other People, Artists and Creatives who have trusted me with their personal brand. I love you all so much and I am forever grateful.

Instagram: https://www.instagram.com/blvkindigo/

Linkedin: https://www.linkedin.com/in/joielle-lee-790193129

Image Credits
@eyeamnovember @justmoja @iofjz

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