PPQ’s former designer Amy Molyneaux is preparing to launch her collection of resort wear and swimwear by the name of “Lelloue”.
She has launched this collection with her business partner Helen Johnson. They are having a glamourous and bold approach towards the much saturated resort wear market.
“With the new brand, I’m focusing on what I think is needed, where I see the gap in the market. There is a huge amount of resort wear that’s bohemian and hippie, but none that embraces this Nineties power glamour,” said Molyneaux.
Her debut range has mesh cover-ups for bathing suits, polka dot swim suits and high-waisted pants and printed silk jumpsuits.
“I wanted to add gold foil printing, silk satins and pieces that have structure yet can stretch easily,” added Amy, she has previously designed swimwear for various brands. “I’m homing in on the skills I’ve developed in the past 20 years.”
Amy also stated that designing her PPQ’s clients wearing her flowy, chiffon gowns over their bikinis on beach or clubs was an enjoyable experience.
“When it comes to buying things specifically for a trip, there’s always a flame in my heart because it allows for a whole new level of dressing. In my past job, I couldn’t get all those ideas on the table because PPQ was a very London-centric brand. Now I can focus on the parts that I’ve been personally lusting after.”
Johnson is an ardent traveler, She and Molyneaux share the same love and vision of creating fashionable pieces for beach and resort.
“As women, I think we all have the same ‘luggage’ issues and strive to not over pack. The brand’s versatility allows you to be on the move, with minimum effort and maximum style,” said Johnson, who plays a vital role in the design process.
Both Molyneaux and Johnson along with photographer Alex Lambrechts worked for their first look book. It features models posing in the glamourous collection on the sides of an exquisite pool lined with palm-trees.
An Event is arranged on a larger scale is arranged in a villa in Cannes on July 21st.
This event includes a catwalk show and a party. This is a place where their clienteles tend to go on holiday.
“I wanted to launch the brand in its environment and not through a static show somewhere,” Monyneux said. “What I experienced in the past is brands spending a lot of money on trade shows, but we felt that our actual customers and their lifestyles should be truly represented. Obviously, we will attend relevant seasonal shows, but by hosting an event in Cannes, we are giving the launch the momentum and energy it needs. I didn’t want it to be a flat start, and Cannes is on the map of that customer following the sun.”
Prices for Lelloue ranges from 100 euros to 5,000 euros.
“Our client is a high net worth individual for sure, but she still needs to know that she is getting her money’s worth. Our price point might be high but it’s reflected in the quality,” Molyneaux added.
Their vision includes accessories, homeware and fragrance are also a vital part of Amy and Helen’s fashion vision.