10 YEARS OF LILYA
THIS YEAR WE CELEBRATE 10 YEARS OF LILYA.
In celebration of the brand’s milestone, owner and designer Lisa Robertson had a chat about how her small side project has now turned into a internationally recognised brand and what she has learnt along the way…
What made you want to start your own label?
I have always worked in the fashion industry… I started in retail straight after school, and then I was a buyer and did some styling. It was after working in wholesale for a big agency that I then started my own wholesale agency, selling brands like Maurie and Eve, Oscar the Third, Mogil and Grain. I knew a lot of buyers and felt like I had good knowledge to start the process of having my own label. It was a natural progression.
What three words do you think best describe the LILYA aesthetic?
Natural, chic and nonchalant.
What have been your most memorable moments since starting the brand?
I have a retail background, so for me it’s being stocked by my beautiful retailers, so many of them are loyal and have bought my brand since day 1. I also love seeing LILYA on beautiful women, with social media now, its so amazing to see people from all over the world of all different ages and walks of life wearing and sharing their love for the brand.
What has been the biggest lesson you’ve learnt?
The biggest lessons I have learnt are to allow for a little drama, roll with the punches of having your own business and at the end of the day not let it affect you too much. I have also learnt the power of a good team, especially after becoming a mother, I needed to learn how to empower and trust my staff and now I have the best team ever!
What advice would you give someone wanting to start their own label?
Get experience in the business side of fashion!!!! Fashion is fun and exciting but to run a business requires more than just good fashion sense. Listen and learn and be brave and don’t ever stop learning.
Who is the quintessential LILYA woman?
The LILYA woman is warm, natural and caring. She has a sense of fun and adventure and feels comfortable in her own skin.
What’s next for LILYA?
We are now more than ever travelling to source inspiration, fabrics and shoot locations…so we hope to develop more exciting product, explore new idea and put a whole lot more time into perfecting the ranges. We hope to grow in the US and travel a lot. Creatively too, as our team is growing we hope this gives us more opportunity to grow and explore and make more amazing collections.
For the full interview, visit here : http://ilovelilyablog.com/2016/11/04/lilya-10-year-anniversary
10.11.16 | Ecod Shop | News
Sneakers + Soul x ECO D. Luxe Streetstyle Look
We collaborated with Ina Odak from Sneakers + Soul to create the perfect luxe streetstyle look.
Here is what we put together and what Ina had to say about it...
OUTFIT: Camilla + Marc ‘Mineral’ Jacket + Stripe Tee | J Brand ‘Anja Cuff’ jean | Ecology ‘Sicile’ Knit | Superga ‘Cotu’ Sneakers | ‘Black-Black-Rosegold’ Rosefield Watch and Spectre ‘Metro 2’ sunglasses
I’ve been shopping at ECO D for as long as I can remember. It has a perfectly curated list of brands I love. My favourite ever purchase, my J Brand leather skinnies, was made from ECO D. So it was an absolute pleasure to collaborate with them to pull together a AW16 look which truly reflects my personal style. Essentially, if there was a single outfit that represented by aesthetic, this is it. It the perfect culmination of luxe meets street-style. It’s wearable yet chic and translates so well from day-to-night. I mean really, what’s not to love? x
Photography by Katie Fergus (@katie.fergus)
31.05.16 | Ecod Shop | News
Fleur McHarg- Behind the window concept
If you have not already checked out our latest window installation, it is a must see!
We were lucky enough to have collaborated with the highly coveted Fluer McHarg. Fleur is a symbol of Melbourne and renowned for her floral designs and event styling. She is highly sought after by industry leaders across fashion, art, entertainment and food. She is a visionary and an innovator.
Her inspiration behind the widow design came from our first delivery of our international labels; Odd Molly, American Vintage and a new brand R&R Surplus. Inspired by the draped jersey basics in different shades of grey, immediately Fleur thought of doing 'tone on tone' and decided to create a grey ombre installation using fabric!
Fleur and her fabulous team started by ripping over 10 kg of fabric in different lengths and widths, making sure every piece was different. Whilst one staff member was ripping the fabric, Fleur would start the dying process. This involved adding around 20 strips of fabric to a small pot of water with black dye. This procedure was left to the eye, they had to monitor the pot carefully to ensure they were happy with the colour being created. Starting with the darkest colour, and gradually making it lighter. The strips were then removed and hung out to dry. This process was repeated consistently over 5 days! To get the different shades of grey, they simply kept adding water to the pot of black dye and throwing in another lot of fabric. They told me the trick was to never wash the pot. Once all fabric was dry, Fleur attached each strip to a curtain rod, ready for installation.
When we checked in with the girls at Fleur’s studio they were covered head to toe in coloured dye and cotton shreds. They have however, assured us they had lots of fun designing and executing this amazing installation.
To learn more about Fleur visit www.fleurs.com.au
29.01.16 | Ecod Shop | News