Portfolio 1

Fashion Week El Paseo 2014

Behind the Scenes

Portfolio 1

Fashion Week El Paseo 2014

Behind the Scenes


JM Couture is a California based fashion, retail, and production company founded by musician, designer, photographer, and entrepreneur, Jim Mullin.

JM Couture was launched in the summer of 2009 in Chicago as a t-shirt company to support Jim Mullin’s music project, “The Light” and other music projects featured on MTV. However, his hunger for design grew as he produced more fashion shows. Soon fashion became the forefront act as the album promotion was winding down.

In 2010 Jim designed his first true collection, branching out into intimates, swimwear and dresses. After studying with other fashion photographers, he decided to start doing all of the photography himself. This was the beginning of his obsession with fashion photography. Creative themes as well as producing and owning all of the content was the secret to his success in these early shows. Using photo branding and dazzling themed events JM Couture quickly became well known in the Chicago fashion scene.

From 2009 to 2011 Jim produced well over 100 fashion shows, concerts, and charity events in the market! He produced so many in fact, that in 2010 Jim was nominated, “Fashion Producer” of the year at the Fashion Consortium Awards.

In early 2011 Jim started collaborating with retail mogul Les Walgreen (of the “Walgreen’s” drug store legacy) in developing a general retail strategy. Two years later in 2013, Jim and Les moved the company headquarters to Southern California where Jim joined forces with his own sister Alenka (Mullin) Loesch of Alenka Loesch Design. Jim’s edgy street-smart designs mingled with his sister’s rich artistic and theatrical background to create something altogether new and amazing! With Jim’s style direction and a design team lead by his sister, it all really came together at the 2014 El Paseo Fashion Week. The JM Couture runway show received roaring applause, standing ovations and rave reviews. As one local paper put it “the crowd was absolutely mesmerized!” The fun continued later that evening at an exclusive JM Couture after-party featuring a host of Cirque du Soleil performers doing mind-blowing stunts. It was an evening to remember.

The synergy between Advertising, Promoting, Clothing, Music & Art that started this company has finally come full circle. With a steady grass-roots campaign from Chicago to Palm Springs to Los Angeles, JM Couture is growing with 5 new divisions:

JM Couture

 Exclusive Dresses


Ready to Wear


Denims & Knits


Intimate Wear



Our first lines to be released in each division will be for Spring/Summer 2015.

With major runway shows and events planned for this fall and winter, JM Couture continues to grow through our online retail and wholesale store as well as strategic music & event marketing and couture quality design. At JM Couture, it has always been our desire to make everyone feel like life is a runway.

With JM Couture... LIFE IS A RUNWAY!




Graphic Arts/Media Director

Nathan Mathieu


James Mullin

Event Marketing Director LA

Loreina Corwin


Les Walgreen

PR and Social Media Director

Curt Deardorff

Creative Director

Alenka Loesch

For wholesale and lookbook requests, or for any reason, please send us an email using the form below and we will get back to you immediately.