This Friday Underlines chats to Vanessa Sofia, founder of the Gingerlilly brand, an Australian owned women’s loungewear and sleepwear brand. The brand has become synonymous with premium Australian sleepwear (David Jones and Iconic being amongst her stockists) but ambitions extend to UK and Europe too.
Your background?
I spent my childhood immersed in fashion, being heavily involved in my family’s fashion business. Some of my first and fondest memories were working alongside my mother in the design room, as well as joining the family business after university. My parents had a children’s label – probably the largest in Australia.
In 2002 I decided to go and live in Milan where I worked for Iconic fashion houses like Prada and Gas Jeans as a buyer and showroom seller which meant I had the privilege of working with the buying team at Selfridges and Harrods along with many more department stores. I lived there for 3 years before returning home to Melbourne where I worked with our home favourite brand Country Road to help launch the baby range and worked in design and product development.
Why nightwear/loungewear?
It’s a funny story, as they say, “the best things are born from a need” In 2006 I had to have my tonsils out and could not find a lovely pair of pyjamas for hospital that didn’t look too lingerie or have puppy dogs on them! I quickly identified that there was a niche in the sleepwear market that needed to be filled. Sleepwear that was comfortable but flattering so you could be proud to be seen in it.
Titiania
Pandora
What’s your brand’s DNA? When did you launch?
Quality fabrics and flattering fits with attention to every detail is what we are all about. We scrutinize each sample with an eye to look at it and see what’s wrong with it (after we of course get excited about how it looks!) making sure it has top stitch where required and that the waist elastic is not going to twist. We try to be in line with fashion trends but also keep in contemporary and classic. Gingerlilly was established in 2006.
What is different about designing nightwear?
When designing nightwear, comfort is always front of mind. You start with your mood board and colour palette for the season and then move to adapting our signature fabrics and prints. With sleepwear it’s all about the feel, and how you want the woman to feel when wearing them. They need to be able to move comfortable in bed but also look nice and feel confident when lounging around the house.
Where do you get your ideas?
We start with a mood board and then begin to work on our prints which are all designed to mix and match and flow in store as well as for customers who purchase many sets. We have all our prints drawn up and then get our suppliers to send fabric headers to us so we can start ranging from there. Once our key prints are decided we move to slot in our signature modals and solid colour garments to complete the range. We keep an eye on what is happening in fashion to be in line with colours, shapes, and fabrics. For example, if we are seeing a trend towards broderie or lace trims we will aim to include a touch of this or our interpretation for sleepwear garments.
Viva
Esmeralda
A typical week?
I don’t really have a typical week which is what I love so much about my job. One week I could be ranging, the next week I may be working on strategy or travelling to visit my suppliers. I don’t really have a switch on time or switch off time as I am extremely dedicated to my work, but I do love to travel and be inspired by seeing the world and seeing what’s out there in the fashion space.
Who wears your collection?
It is designed for women who want to not only be comfortable but who also would like to feel confident and stylish in their pyjamas. It’s designed for the woman who likes to dress nicely and appreciates good quality but is also looking for value and longevity in the pieces she buys.
Describe the essence of your AW2024 collection
AW24 sleepwear collection is understated luxe with a muted tone and shuttle checks, stripes and spots or contrast details that don’t scream at you but are strong pieces. Our longer length for chemises and robes is very sophisticated and our classic black, ivory, olive solid colour men’s style pyjama sets with contrast piping and details all have a relaxed fit but maintain the luxe vibe we are going for. We also have a key print being the ivory and black bow print, touching on the bow trend showing this season.
How far are you down the road to sustainable clothing?
We have many styles that are in recycled poly that have the soft hand feel of silk and are in full length styles that ooze sophistication, we also use organic cotton, bamboo and viscose which we consciously choose to ensure we are offering a product that is not only great for the person wearing it but for the planet. All our factories are audited and have GOTS certificates. We have been talking about sustainable practice for a long time and will keep doing so until we are 100% there.
Who do you admire in this industry?
I have had the please of meeting Olivier Rousteing, Creative Director of Balmain. I admire him for being so talented and savvy that he was able to take the brand to new heights. He really was one of the first to use social media to build his personal brand at such a young age, you can’t help but admire that.
Summer
Tori
If you could design nightwear for a celebrity, who would it be?
Jennifer Anniston. I am showing my age here, but I think she has remained timeless and I think she represents women in general. I think I would be comfortable applying the “keep it classic but on trend” if I was designing for her.
Any other ambitions for the brand?
Absolutely. Excited to be launching in the UK and would love to grow throughout Europe.
Proudest moment to date?
I have a proud moment every time I meet somebody who is so excited when they hear I am the founder of Gingerlilly and go on to tell me how many pyjamas they have or how they received them as a gift.
Worst move so far?
I took my foot off the pedal a little in 2013 and I didn’t absolutely love my range. I was a little distracted with other parts of the business. Our sales dropped considerably that year. In this business they say you are only as good as your last range, and I make sure now that each style is a style that I absolutely love, or it doesn’t go in.
Time out
I love to travel. Any opportunity I get I am quick to book a short trip somewhere and I love a family trip to Europe most years. It really ticks my boxes, especially since I have so many friends there after all these years. I also love a good day spa and pamper time.
Pet Hate?
Dishonesty. I think my poor kids have been hearing me rant on about this for their whole life, but I am really opposed to people that don’t tell the truth. We all make mistakes, and I can deal with that but not taking responsibility for them just gets me in a spin.
Gingerlilly’s collections can be seen this weekend at the Wonderland Show in London (represented by the APM Agency).
