Creative director Ana Escobar references her label LMND as coming “from a place of really wanting to do something nice and optimistic and fresh.” Founded in 2018, LMND, pronounced “lemonade,” focuses on simple, well-made basics with classic silhouettes, rendered in bold colourways and timeless prints. High-quality wardrobe staples that range from organic cotton poplin shirting to luxurious cashmere and cotton knits have allowed Escobar to build a brand that is truly for everyone.
Having grown up in Columbia where houses are painted in brightly coloured hues, Escobar’s confident colour selection is a guiding force behind the label’s success. Each individual item in LMND’s collections is garment-dyed, meaning the garment is cut and sewn before it is dyed, resulting in a richer colour that maintains its boldness wash after wash. Escobar’s use of colour is most noticeable in the iconic ‘Chiara’ classic shirt and shorts set that have become the label’s best-selling duo, re-invented each season in new saturated hues.
The label’s accessible price-points are impressive, particularly when you consider the high-quality materials used to create each design. LMND uses ethically sourced, raw materials to craft their styles, showcased by the organic cotton used to make the popular Chiara shirts and shorts. Escobar believes that this mindful use of ethical materials acts to reprogram shopper’s thinking that low prices equate to a lack of quality.
Each season, be sure to keep an eye out for LMND’s campaigns –they are a go-to guide on how to style the richly coloured separates and dresses throughout the year.
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