Lilya – Designer Ladies Fashion by Lisa Chedanne
Australian Fashion Review was lucky enough to catch up with Australian fashion designer Lisa Chedanne – founder of women’s label Lilya for a few quick words.
Q1) Who are the name/s behind the fashion label and what is/are your backgrounds (i.e. training, education ancestry)?
My name is Lisa Chedanne, I am the designer and founder of LILYA… I have worked in fashion retail, wholesale and buying for the past 18 years, in both Australia and the UK. Training has really been on the job…as Lilya is a very comfortable and easy to wear label, this past experience has been invaluable. I also have travelled a lot and I always have loved learning about fashion and observing styles and trends.
Q2) When and how did it all begin?
It all started when, as a fashion agent – I learnt the ropes by dealing with designers and saw how things were done behind the scenes… I have learnt a lot about all the other aspects of the industry. Meeting through work Narciso Rodriguez in Spain and watching the shows in Paris Fashion week also wet my appetite. So this was the next step…. A great friend of mine who is a designer, put me in contact with a production manager, who put me in touch with a factory and it started from there…My first collection was very simple and quite small compared to now.
As I knew a lot of shops being an agent, It became a lot bigger than I imagined from the start. I almost tried not to sell it, but people were really supportive of my new venture and it’s been growing organically ever since.
I have also a little bit of a business mind. So this has helped with the success of the label. Also I grew it only as fast and as big as I wanted and could handle. A lot of amazing kids out of fashion school, have the design skills and the aesthetic and can push a lot more boundaries than me. I don’t push any boundaries. I pretty much make simple but very wearable clothes.
Q3) What do you hope to accomplish with your fashion label? What is the dream!?
I sort of am where I wanted to be, but now I realise it has so much more potential. Previously having worked as a buyer, I have seen labels that are now very popular and big, improve and develop over time. I really feel like I am improving and learning more about things I can do and I am trying to constantly make a better collection/shoot each season. I also want to learn how to expand my range better – to tie a complete story together with colours and themes, I push myself to Improve at this all the time.
My dream is for Lilya to continue to grow organically. I want it to be a well known brand with a long life. After Australia, it is my dream to have a few stores in Spain, Greece, South of France and LA. My label suits the Australian lifestyle and also the more relaxed lifestyles of these places! Then maybe I get to travel to them for inspiration and sales.
Q4) Who are your favourite fashion designers and what about them inspires you? What else inspires you?
The French designers like Isabel Marant, Vanessa Bruno and the label Maje – I love their classic yet sexy relaxed styles. I also love the feminine style of some of the Italian labels like Blumarine and the philosophy of Di Alberta Ferreti. I appreciate the edgy designers, I adore their clothes, but they don’t match my personality….other favourites include Charlotte Ronson, Karen Walker, Stella Mccartney, and Balmain.
Q5) If you could pick someone famous that best represents your labels style, who would it be? Alternatively, what famous person/s would you want wearing your label?
I don’t like this question – I mean I watch what famous people do, as much as anybody. BUT my labels not glitzy. So it would have to be an earthy, natural, beautiful strong smart woman. She would have to have roots to the coastline or the country. I read a story about the Mignot sisters and I think they suit my label… Are they famous enough? If I had to pick someone famous I would choose Natalie Portman, Gizelle, Robyn Wright-Penn, Drew Barrymore, Kirsten Duns – But I would rather see my clothes on random gorgeous women.
Q6) Complete the following sentence: Our fashion label is unique because?
Its easy, beautiful, relaxed, versatile and can be worn by most people. I think that’s unique as most labels have a specific look for a specific buyer. Lilya has a very broad appeal, with simple easy fits that can be worn from day to evening…