Lanie Alabanza-Barcena

At age 22, she moved from California to New York City to start her career in fashion design. In 2004, after a year at the street clothing line, Triple 5 Soul, she left to take on the position of graphic designer turned Art Director for Hip Hop legend Jay-Z’s label, Rocawear Juniors, designing collections within the label for the likes of Patricia Field & Rihanna.[2]

Known for her progressive designs, Lanie also known as Miss Lawn decided to pursue the launch of her own label together with husband Bam Barcena. Hellz Bellz started 2005 in New York City. Catering to the burgeoning women’s “street wear” culture, the label, which predominately began with explicit, edgy & thought provoking graphic T-shirts, presented the first of its kind.[3] In Fall 2006, HLZBLZ also known as HELLZ BELLZ presented a complete women's ready-to-wear collection, pushing the label to the forefront of women's “street wear” creating a movement of independent, fashion forward, strong women.[4] Hellz Bellz is also considered one of the 50 greatest streetwear brands of all time.[5]

Since the label's inception, Miss Lawn has collaborated with the likes of Stüssy, Vans,[6] G-Shock,[7] Reebok, Sanrio,[8] Mosley Tribes and Warner Bros.

Lawn has also launched Belle of the Brawl, a women's contemporary brand,LABISM (LanieAndBam-ISM) a concept store located in the heart of Manila, Philippines and JUNYA MAFIA, a uni-sex label alongside her husband, Bam Barcena, & brother-in-law Ryan Barcena aka RIONISM.[9]