Lady La is a bona fide chameleon. With an intertwining career in radio, television, clothing design, AND modeling, the Phoenix, Arizona native has proven to be more than just a gorgeous face. Born in Tucson, Arizona to a Mexican mother and Filipino father, La (Lastassia Eidson) grew up a natural born leader. A motivated participant in high school, La ran cross country, track, played basketball, and worked THREE jobs. After graduating at the top of her class, La went on to Arizona State University to acquire a degree in Recreation Management. Her whip smart business savvy soon blossomed, as she went on to singlehandedly run her own house painting business.
Growing more into her natural ambition and creativity, La was ready to test her limits. In 2005, she left school to begin working for a heritage, market 13 radio station (Phoenix’s Power 98.3) hosting MORNINGS, the most sought after on-air shift in radio. Fresh faced and new to the industry, La was determined to break the mold and make her mark. With just two years in broadcasting under her belt, it was 2007 when La was offered a position as a VJ for MTV’s sister project, MTV Tr3s. Her sultry, Latina appeal mixed with her street smart, tomboy persona earned her rave reviews on the segment known as Phoenix 411.
Still yearning for a large scale, creative outlet, La then created women’s interest blog, The Fresh Fiends: An online collective comprised of fashion, lifestyle, beauty tips, and charity efforts. The new endeavor became not only a website, but a MOVEMENT; and with its success, La finally found her niche. With her versatility, drive, and desire for all things NEW, the fashion industry soon took notice of the young “IT GIRL.” Street apparel line, Gone Corporate hired La as head women’s designer as well as the face for their Spring 2008 campaign. More companies became interested (jewelry brand, Cubannie Links, as well as Vapors Magazine) and her career set sail.
La’s diverse, commercial appeal has essentially kept her from being typecast into any particular scene or category. La is currently a solo morning radio host at Arizona’s largest radio station, 101.5 Jamz. Over 1.4 million listeners tune in to hear the raspy voice of Phoenix radio history’s first EVER female morning show host. Given the role, she’ll play it. Given the hat, she’ll wear it. An eighties baby, Lady La is the embodiment of a unique generation: self made, disciplined entrepreneurs whose goal is to essentially take over the world without limitations. At this rate, La is well on her way.