The lineup of bathing suits, kaftans, separates, and couture pieces from Lelloue— the brainchild of Yorkshire native Helen Johnson and Amy Molyneaux (former PPQ designer) who bonded over their shared passion for fashion in a Swiss ski chalet,— may just be the most versatile resort wear around. Featuring bikinis, one-pieces, flowy kimonos, and silk turbans, the brand’s debut collection was designed to streamline your wardrobe. “Lelloue was born out of a desire to make things easy when you are traveling but at the same time stay stylish,” said Johnson, who named the brand after her childhood nickname.
An avid traveler, Johnson wanted the pieces to simplify the packing process as well as take you beyond the beach. According to the founders, the days where swimwear is reserved just for the shore are over. “Few women want to go back home or to their hotel rooms after the beach and change into a new outfit before heading out for dinner,” says Johnson. “Our pieces are extremely versatile, and you can mix and match them so it makes it easy to slip into something fit for hot days by the ocean as well as balmy days in the city.” To wit: a silk, loose leopard print separate will fare equally as well on a private jet as it would in the office.
Despite having only established their brand last July, if you’ve scrolled through your Instagram feed in recent months, it’s likely you’ve seen a number of Instagirls already wearing it. Regional bloggers and it girls Hadia Ghaleb and Haifa Arora are some of the fans of the brand, so it was only fitting that Johnson and Molyneaux have set their sights towards the Middle East.
The duo have recently launched the brand’s debut range of ’90’s-inspired mesh cover ups, leopard print trousers, and hand-embroidered gowns in Dubai. “Our label is primarily aimed at the jet-setter, and we really feel that the women in this region encapsulate the lifestyle of the brand. I think there is a gap in stylish, versatile resort wear that isn’t ‘bohemian’ or ‘hippie’ in the Middle East, and we’re hoping to change that” explains Molyneaux.
All 60-pieces in the offering are split into five themes: Black and Gold, Sailor Girl, Love Lace, Rose Rock, and Leopard, and were designed in Madrid and manufactured in Portugal. Additionally, the designers have created a Ramadan capsule collection exclusively for the region. Punctuated with metallic and embellished kaftans, the pieces will be available for purchase online next month.
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