This year marks 10 whole years of Little Lies. A whole decade of dreaming, designing, packing orders from tiny back rooms, and building a brand rooted in the things we love most.

As we look back on everything we’ve created, it feels only right to shout out the people, the icons, who’ve been part of the Little Lies story since day one.

The obsession started early. Jade grew up on the stories her Auntie, Eve Graham, would tell. Eve was in the New Seekers, famous for the iconic Coca Cola song ‘I’d like to teach the world to sing’. She would recount times of wild parties in the '70s, being in the same rooms as Zeppelin, and the beautiful chaos of a time that changed music forever.

It lit a fire. Those tales weren’t just bedtime stories - they were the spark that would one day shape an entire brand. A love for rock ‘n roll became a compass, guiding everything from the silhouettes to the soundtracks of Little Lies.

They’re the muses we turn to again and again. They’re more than just moodboard staples or design references. They’re the blueprint, the soundtrack, the guiding lights. Literally. Their faces are pinned to our boardroom wall, watching over us like the rock ‘n roll spirit guides they are. Their lyrics run through our playlists, their energy is stitched into every silhouette.

We’ve never followed trends, we follow feeling. The feeling of Stevie spinning in chiffon, all magic and mega sleeves. Of the Olsens disappearing behind oversized kimonos and even bigger sunglasses, serving undone bohemian glam and eclectic Gemini energy. Bolan, Bowie and Freddie, reminding us that sometimes too much is just enough. That confidence is the best accessory, and that a little mainstage magic is just what the world needs more of.

We see Robert Plant’s energy in every flared silhouette. We can’t forget Kate Moss, the original off-duty style icon, or Zoe Kravitz, whose undone, layered looks are always on our radar, or Kurt’s quiet rebellion in every knit with just the right amount of wear. We’re pulling threads from stage lights and song lyrics, from album covers and backstage polaroids.

And then there are the fictional, maybe, but no less iconic legends: Daisy Jones, Penny Lane... Every girl who ever danced in the crowd and belted out every word like it was their last. They’re stitched into our story too.

We’re not super subtle about it… most of our product names are nods to the music and muses we’re obsessed with. They're odes to the icons. Stardust, Rooms on Fire, Kravitz, Zephyr... they’re not just labels, they’re nods to the lyrics, personas and legends that light the way. Each name is a tribute- a wearable lyric, a whispered reference, a little piece of rock ‘n roll history woven into your wardrobe.

These aren’t just names to us - they’re part of the Little Lies DNA. Their essence is in every product we design - every swatch of cheesecloth, every embroidered detail, every velvet -trimmed piece. When we’re dreaming up new collections, they’re with us.

10 years on, we’re still doing this for the same reason we started: to create pieces that feel like you. That channel a little bit of magic from the icons we all love, and mix it with your own style.

Here’s to the next decade, and to always finding new ways to dress like your favourite song or forever muse.

Big Love,

Little Lies