While reflecting on 10 years of Little Lies, it’s impossible to do so without acknowledging, celebrating and shouting out the most important part of this brand – you!

Community is a key element of our business and we’re proud to have built a brand with such a strong following who are unwaveringly here for what we do. Over the last decade of sharing all the things we love and creating clothes that help us to express those things, we’ve amassed the most incredible bunch of people who are right there with us on this journey! Our die-hard customer base hasn’t just supported us by shopping – you’ve helped shape our brand and kept us grounded in our core values.

From the start, the audience Little Lies was built for was a crucial element of the business plan. As Penny Lane once said in my favourite movie Almost Famous; “…and if you ever get lonely, just go to the record store and visit your friends.” I wanted to create something that meant shopping with us means more than a clothing purchase – when you buy a piece from Little Lies, you’re one of a group of people who love the same things as you. When you open your wardrobe and get dressed in an item of ours, you’re part of our community. So much of our inspiration for what to create comes from our customers, creators, collaborators, and followers – the way you wear the product, the songs you share with us, the events you want us to style you for all contribute to the realisation of our collections.

A core pillar behind each garment we design is versatility. I want for every item you purchase to be not only an investment in your personal style, but an item you will get good cost per wear out of – it’s got to work hard in your wardrobe! Sometimes that means physical versatility; different ways to tie for varied silhouettes, the option to wear open or closed, or even a co-ord to style together or as separates. Or perhaps it means a statement piece you can style different ways to take it through the seasons. But once we’ve finalised the design, photographed it, styled it our way and got it online for you guys to shop, what brings it to life is seeing our customers really, truly, wear it their way. We’ve seen you wear Little Lies at festivals, weddings, gigs, first dates, and unforgettable holidays - and that emotional connection means everything to us.

Sharing a love of music, style, nostalgia and being your own authentic self has brought together a beautifully eclectic mix of people. The variety of styles, backgrounds and stories within our community makes it a vibrant and welcoming group. We’ve got customers who have built lifelong friendships and even working relationships through being mutual fans of the brand, which we’re so proud of! This new blog space is dedicated to that community – we want to use this opportunity to showcase the things and the people who are both behind the brand and on the front end championing our product.

Building out the community in more ways is high on the vision board for the coming years. This blog is the first step, but we hope to create IRL moments, pop-ups and more to bring you guys together alongside us as we celebrate all things Little Lies. We want you to continue to be involved with us across our platforms – keep tagging and sharing your Little Lies style, comment on our blog posts, chat to each other in the VIP group on Facebook, engage on our IG Broadcast Channel, and most of all - tell likeminded people to come join the party!

Thank you to everybody who has shopped, styled, shared and shouted about Little Lies over the last ten years. Whether you’ve been here from day one or just found us, you’re part of the story. Each one of you has played an important role in building this up to be what it is today.

Little Lies is made by and for the people who wear it… and this is only just the beginning.

Big Love,
Jade