When the tragic LA fires hit early last year, I had already been living in Encinitas for four years. But after more than 15 years in LA—where my business still runs out of downtown, and where so many of my closest friends remain—my connection to the city has never loosened. I’m there often, at least once or twice a month. It may not be where I sleep, but it will always be a part of me.
I wasn’t breathing in the toxic air. I wasn’t fleeing flames or watching my home burn. But when people you love are living through something unimaginable, the distance doesn’t dull the impact. The tragedy still reaches you. It still lands in your chest.
And yet, in the face of devastation, something remarkable often happens. Tragedy has a way of pulling people closer—of awakening compassion, courage, and a deep desire to support one another. It invites reflection. It asks us to grow.
My dear friend Kim Marshall embodied all of this and more.
Kim was one of the many forced to run for her life. She lost what had been her community for three decades in The Palisades Fire. She hasn’t lived in her home since she escaped on foot with her two dogs on that fateful day of Jan 7 of 2025. Even though her home survived, it was poisoned with wildfire toxins, the instability forcing her family to move seven times since the fires. But in the midst of so much chaos, she rose as something extraordinary. She decided to use her talents to help those in need – —men, women, children, animals—creating a platform that would share a living history of the fires and other stories of surviving disaster from around the world – all focused on resilience and healing. Her podcast - #L.A. Rising - Stories of Healing, Help & Hope – was launched two weeks after the fire and continues as a source of inspiration for all.
For those who don’t know Kim, she is a true leader—someone whose positivity is not just a mindset, but a force. With a background in the spa and wellness industry, and as the founder of a health and wellness podcast and PR agency, she has always been a source of inspiration. But during the fires, it became clear that she had stepped fully into her purpose.
Watching her in that moment, there was no question in my mind: I was witnessing a hero.
Her work now is not just about recovery; it’s about transformation. It’s about turning loss into fuel, tragedy into momentum, and pain into purpose.
Those of us who have experienced deep loss understand this path. It’s not easy, but it is powerful. And having people like Kim lighting the way makes all the difference.
So when Kim invited me to join her on LA Rising to speak about how sustainable clothing can help a warming planet, I felt deeply honored.
She shared something that stayed with me: of the few belongings she chose to restore from the toxins that infiltrated her home, her SITA Couture pieces were among them. In a moment where everything is stripped down to the essentials, what we choose to keep becomes profoundly meaningful. It tells a story. It reflects who we are—and how we want to feel moving forward.
That conversation became something bigger than fashion. It was about intention. About the energy of what we place on our bodies. About trusting the quality, the origin, and the care behind each piece—especially after experiencing loss. Because in those moments, feeling grounded, supported, and aligned matters more than ever.
Being part of that dialogue was truly special.
I invite you to listen, to feel, and to be inspired.
@KimMarshell
@larisingpodcast and
@swelltheagency
@sita_thompson
@sitacouture
