How Jela Lanier Turned Normal Culture Into A Miami Swim Week Mainstay

Thomas Concordi/Getty ImagesBy ESSENCE Editors ·Updated June 4, 2026 Getting your Trinity Audio player ready… It’s the 10 year anniversary of Normal Culture at Miami Swim Week and founder Jela Lanier is taking a moment to reflect on a journey that began with just a few products and a vision for growth. “I started my brand in 2016, and I started off doing hats and T-shirts,” she tells ESSENCE. “The thing that pushed me into fashion was me being on Bad Girls C