This Might Just Be the Best Button-Down I've Ever Worn
We're forever on a mission to find good basics (extra points if the designer is Aussie), and the latest brand to peak our interest does exactly that. Enter, Lemonade (or, LMND).
Launched at the end of 2018 with a store on Gould Street in Bondi, LMND is the brainchild of Oroton's ex-Creative Director, Ana Maria Escobar, and is described on site as "Basics with soul". One scroll through their current collection and that's exactly what you'll find. The Chiara Shirt is a standout and one of the best we've seen (and tried). Oversize but not too big, boxy but not structured, and available in a slew of neutral and pastel colours, it's the kind of shirt you fall in love with and buy over and over forever.
It will come as no surprise then, that the brand has fast become a fixture in the wardrobes of Sydney's most stylish editors and influencers (Rachelle Rowlings and Lola Jagger are just two fans), and continues to grow in popularity. In a flooded market and at a time where the retail landscape is rapidly changing with brands steering away from brick and mortar, we felt compelled to pick Ana's brain about launching and growing a successful brand.
Read on for our email interview with the fashion creative.