Meet Lisa & Lucy, the New York-Based Clothing Brand You Didn't Know You Were Waiting For

April 01, 2016 Sarah Steinfeld

Immediately upon entering the Lisa & Lucy showroom, you know you’re about to see something special. It’s got that classic, Instagram-worthy vibe of a brand that knows itself, led by women with a clear eye for design. Pieces from the upcoming spring launch, the company’s grand entrance into the public eye, line the racks around the office, giving me a clear view of what I’m there to talk to founder Geneva Goldsmith about that afternoon. The clothes were familiar by then—we’d been to the showroom before—but being able to talk to the mind behind is what makes a launch real.

The first thing Geneva said when I asked her about the line was not about the clothes themselves, but rather, about the people that made it possible. She said,

“I think we’re known for making clothes for other people, and I thought it would be nice to do something for us. And when I say ‘for us,’ it’s because a lot of people who work here have been here forever. One’s 10 years, one’s 15 years, and that’s a really, really long time. It’s definitely like a family. We weren’t finding what we wanted out there, so that’s how it all started.”

The idea of family is apparent throughout, especially given that the name of the company comes from Geneva’s mother and grandmother.

The collection itself draws inspiration from Hitchcock, Grace Kelly, and the shopping style that preceded the need-it-now attitude of today’s fast fashion industry. “People took the time to actually enjoy shopping—it wasn’t such a rushed thing,” Geneva said. The whole theme of ease, comfort, and accessibility rings true throughout the line:

Each piece, has its own unique look, that special something that sets is apart, but the bold patterns, colors, and hems unite the entire line. Styles run the gamut from daywear (think striped jersey dresses, skirts, and tops) to workwear (there’s a matching cropped-pant-and-shirt set that comes in both black and blush that could easily transition from the office to a night out, as well as a draped vest that I’d do terrible things to acquire) to flouncy skirts, dresses, and tops with horsehair hems that offer a shape that we’ve never seen before in an affordable contemporary line.

The first run of clothing features more black, blush, and olive green pieces—think on-trend neutrals with lace-up detailing, soft pleats, and updated basics that you might find at ZARA or Mango. It is, to put it simply, clothing that you want to wear, no matter where you’re going. Their lookbook, which you can see in full here, will give you an idea of what I mean.

And that’s what’s so great about the brand: while there’s a piece for every occasion imaginable, it’s possible to transition just about every single one of them into different seasons, venues, and moods. The ease of being able to find the same dress for everything only adds to the appeal of the line, which falls into a comparable price point with other popular high-end brands. Think dresses for around $150, which, considering it can be worn over and over again (and given the comfort and structure of some the pieces, you’ll want to), it’s more of an investment in your future clothing happiness than anything else.

The aforementioned horsehair hem, though, is probably the most unique aspect of New York-based collection. Geneva explained,

“The horsehair hem was my designers’s idea. It was something she loved and really wanted in her wardrobe, so she dreamed it up. She’s from Miami and has that airy vibe. She’s an incredibly positive, happy person, and her designs reflect that. There’s nothing dark or heavy about the product. Plus, it feels amazing when you twirl, which is just a fun, girly thing.”

With a pre-sale launching in the first week of February you’ll want to get your hands on more than a few pieces to stock up for the coming months, if only to prepare yourself for the bright colors and prints (there are some absolutely beautiful poppy-colored pieces that I promise you’ll be obsessed with) for the more summery collections rolling out in the coming months.

Since Lisa & Lucy was founded by a professional woman, they understand the needs of their target audience: other busy, professional women. “Our target audience,” Geneva explains, “is women who have full, busy days and lives. We want to help women feel polished and comfortable throughout the day.” They also recognize the importance of appealing to everyone in terms of size and availability. She said,

“When we were which size range to go to, we decided to offer a larger size. That was important to us because it makes everyone feel included, which I don’t always think is happening is fashion these days.”

While the brand’s pieces cap out at a size 12 or XL for now, they have plans to roll out styles in 1-3X in the future, once they feel as though the brand is more firmly rooted and can adequately develop those relationships with retailers and productions teams.

As for the future of Lisa & Lucy, Geneva wants to stick to what she knows. Having worked in apparel for over 20 years, she understands the importance of realizing this dream of having her own line, and putting her heart and soul into creating something great. She’s not ruling out expansion in the future though, saying their next move might be more along the lines of outwear or swimwear, though “home decor would be incredible, too.”

For now, though, it’s clear that Geneva has put her all into something that’s bound to be successful. My advice: keep your eyes peeled for Lisa & Lucy in some of the biggest magazines and on some of the biggest names in the coming months. If their previews are any indication, and I think they are, there’s nowhere to go but up.