Sun, Sea and 100% Sell-Through: The Lilly Pilly Story
Sun soaked, Australian linen label Lilly Pilly made its debut in the U.K. and Ireland with The Brand Ambassadors Agency as part of The Fashion Huddle last year, with the collection arriving in stores this March. Since then, the brand has generated significant buzz across social media, capturing the attention of retailers and customers alike with its effortless aesthetic and easy to wear appeal and exceptional quality. Defined by its relaxed linen silhouettes and understated luxury, the brand has quickly become one of the best-selling brands in scores of premium boutiques, with many quoting 100% sell through! We caught up with founder and designer Wendy Li to discover the story behind the label, the inspiration driving its success, and why Lilly Pilly has emerged as one of the season’s standout names, even against the backdrop of a decidedly grey British summer.
When was Lilly Pilly founded and what made you launch your own brand?
WL: In 2020, my husband and I left Sydney for Byron Bay, seeking a life closer to nature and away from the pace of city living. After years of working with some of Australia’s most iconic fashion brands, I felt a deep desire to create something that truly inspires me.
In September 2021, in the midst of COVID lockdowns, LILLY PILLY was born. With the support of a small circle of incredibly talented and supportive friends, we began the journey of building a brand that is close to our hearts.
What did you do before starting your own label?
WL: I’ve worked in Fashion for years for some of Australia’s most iconic fashion brands. My previous role typically involves managing product and business for a fashion brand, head of merchandise.
What’s the best thing about having your own brand?
WL: The creative freedom as well as the freedom of building a business through trials and errors. The process of finding solutions is very rewarding. I also thoroughly enjoy connecting with like-minded women all around the world, from our business partners to our customers.
What is the most challenging?
WL: We are all navigating a number of external challenges beyond our control, including political uncertainty, the impact of global conflicts on economic confidence, and ongoing cost increases
If you were to start it all again today is there anything you’d do differently or anything you’d warn yourself about?
WL: I wouldn’t have produced as much for my very first season and planned to make $1million in the very first year! Hehe
You’re stuck in a lift with a buyer from a store you’re desperate to sell to. How would you describe Lilly Pilly and get them to take a look in 60 seconds between floors?
WL: Haha, I'd probably start with a joke. I'm not exactly a pushy salesperson, but based on past experience, there's about a 95% chance she'll love my dress and ask me all about it. So I'll let the dress do most of the selling for me!
What is your USP from other linen brands in the market.
WL: I think it’s hard to be unique in fashion, but you can always be better. What we do better are: Quality, Thoughtful Design and Value for Money!
We’ve seen behind the scenes images on your Instagram from your factory in China and it looks so high tech and luxurious, its reception looked more like a 5star hotel. Tell us about your Partnership and production of Lilly Pilly.
WL: Our manufacturer is based in Jiaxing, China — a beautiful water town renowned for its rich textile heritage, exceptional craftsmanship, and historical connection to the Silk Road.
We chose to partner with our manufacturer because we share the same vision: to create a brand we can be proud of and to bring the finest products to our customers. Innovation, quality, and sustainability are at the heart of everything they do.
Every piece in our collection is thoughtfully crafted with great care and attention to detail, combining traditional craftsmanship with modern technology to create products that are both beautiful and responsibly made.
If you could choose one celebrity to wear Lilly Pilly, who would it be (alive or dead).
WL: Margot Robbie — a true Aussie girl with talent, charm, and down-to-earth authenticity.
If you’re not wearing Lilly Pilly what do you wear yourself?
WL: Mostly activewear. I live in LP, of course 😊. The only times I'm not wearing LP are when I'm boxing, out for a run, or at the beach.
If Lilly Pilly had a theme song, what would it be?
WL: Coastline by Hollow Coves =)
You're an Australian in London, what's your favourite British thing to see or do when you're here?
WL: I’m very much a food-driven person! My favourite thing to do in London is settle in for a delicious cocktail and an amazing dinner at Dishoom. Not sure if that’s British enough, though!
What is one thing people would be surprised to learn about you that has absolutely nothing to do with fashion?
WL: That I love boxing haha
Finally, You’re coming back to The Fashion Huddle in July, all the way from Byron Bay, Australia. why do you think buyers should visit if they haven’t done before?
WL: I think for a boutique business, it's essential to curate meaningful and special collections and brands. That's what boutique customers are looking for, and it's how we create genuine emotional connections.
To me, that's exactly what LILLY PILLY is about. It's not just about selling a dress; it's about sharing stories through our love of fashion and building connections with like-minded women around the world. My hope is to create a community where women can feel inspired, beautiful and connected through the pieces they wear.
Really looking forward to connecting with everyone again at The Fashion Huddle in July! Lots of love x
Thank you, see you in The Fashion Huddle 🥰
If you’d like to book an appointment to view the SS27 Lilly Pilly collection contact Lucy at The Brand Ambassadors agency.
