Lilya Label Grows With Address Change

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tailored vests and cropped jackets, lazy linen pants, flat sandals, and accessories … Lilya covers it
Published : Sunday, February 17, 2013
Reading/s : 32
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Number of pages: 2
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Lilya Label Grows With Address Change CLOTHING DESIGNER LISA CHEDANNE came to Mt Coolum for a fresh start and a new focus. Although she had a successful clothing agency in Sydney, it was the success of her own 'accidental' label that prompted the change of address in August last year  from Sydney's Bondi Beach to Mt Coolum with her photographer and designer husband Sullivan and their Staffy pup Bob. "I moved to the Sunshine Coast to be a bit healthier in my life," Lisa explains, looking the picture of health (she is a natural beauty). A selfconfessed workaholic and perfectionist, Lisa has spent the past 20 years getting intimately acquainted with the Australian fashion industry across retail, wholesale, buying, selling and merchandising for big name brands like Belinda, Mecca, Giorgio Armani and Louis Vuitton. In 2007, while successfully running her own business Tulle Agency, representing boutique brands like Mogil, Lucette and Oscar the Third, Lisa also found time to design and launch her own clothing label, Lilya. It was simply meant to be a small creative diversion. "I was anti selling it," Lisa says of Lilya at the outset. "I kind of had it on show while I was showing other labels. People would ask 'What's over there?' and I'd say 'Oh it's just my label; don't worry about it'. I was so shy about it and I didn't want to push it on people because I was an agent first. And then everyone that came over bought it and it sold well." As with most success stories, from little things big things grow. In just three years Lilya has secured an enviable stockist list across 80 quality stores Australiawide, including Alterior Motif in Cotton Tree and a bunch of top boutiques in Brisbane  Miss Mouse in Woolloongabba, City Dweller in the CBD and Meow Meow in Paddington to name a few. Lisa explains Lilya's appeal is diverse. "It's bought by girls in their twenties, and even my mum wears pieces." From soft flowing maxi dresses, to oversized caftans, cuteaspie jumpsuits, petite shorts, playful smock dresses, sharp tailored vests and cropped jackets, lazy linen pants, flat sandals, and accessories … Lilya covers it all. The label's dramatic growth has prompted Lisa to press 'pause' on her agency business and focus all her energy on Lilya. "Because Lilya is my baby…" she explains of the impetus behind her exciting new direction. "I get more rewards; I enjoy it so much. With Lilya it's all very positive." Sullivan is also on board. "He plays a big role now in the brand," Lisa says. For such a fastpaced operator, you'd expect Lisa's label to subconsciously exude chaos and furious creativity, but Lilya's look is quite the opposite. Channelling "music, travel and a love for wide open spaces", Lilya is laidback, unfussy and a little bohemian with feminine touches (Lisa says she's a sucker for a "frill and a fringe"). The new spring range is castawaysinspired... To continue reading and to view images of Lisa and the latest Lilya range, follow the link: http://saltmagazine.com.au/articles_upandcoming_lilyalabelsunshinecoastsaltfashionlisa
chedannedesignercoolum.aspx caftan cover up beach
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