Sep 26, 2019 | By Jane Boddy
Big data meets consumer insights. Experience WGSN.
May 01, 2019
When we meet with Wayne Lee – one half of sister design duo behind Les Rêveries – we’re not sure what to expect.
Mainly because the brand feels like an interesting mash of burgeoning trends and yet – in a sense – pretty timeless.
As trend editors, we’re used to spotting and working with different trends and aesthetics, but we find it exciting to see brands operating in this way too.
The modern shopper is less rigid in their style habits – they have the freedom to flex between trends and looks on a whim. A rise in travel and more nomadic lifestyles means they’re less constrained by specific seasons, too. Les Rêveries is absolutely speaking to this woman.
In its infancy (the brand is just one year old), the S/S 19 collection has just launched in Liberty, and its also stocked online at Browns, Farfetch and Net-a-Porter, to name a few.
A placeholder for a website leaves a lot to be discovered.
WGSN-trended #modernromantic is all about the exploration of new ways to dress up – all within the context of the modern, flexible dresser. Les Rêveries are setting the precedent, reimagining the construction and styling of the romantic dress.
Let’s be clear – these are dresses for the girls that ‘don’t do dresses’.
“It kind of stemmed from our own need to soften our styles,” says Lee. “We don’t want to do androgynous and baggy all the time… so the brand stemmed from the question, ‘how do we insert elements of femininity into styles that we like?”
With a future-forward outlook on romance and femininity, comes consideration around comfort.
“We really thought about comfort issues, too. Sometimes the thought of putting on a dress is almost tiring… we wanted to create something our shopper could throw on over things… under things… and then style with trainers, or boots – however she sees fit”.
From the outset, this is a brand that thinks about the wearers experience with the product – far beyond that initial purchase. “We are making pieces to last – transseasonal, adaptable – it’s so important as we think about conserving and slowing down on consumption,” says Lee.
With trends shifting at the speed of Instagram, a rise in #unexpectedpairings – particularly within styling – can help brands to stay ahead.
“We give our shoppers the creative license to style the dresses how they see fit,” says Lee. “It’s all about however you want to do it”.
We’re immediately drawn to the neon, backless knits that sit side-by-side with the silk, floral dresses. “These are a favourite of mine,” says Lee “They kind of take the dresses into a new context”.
Elsewhere, there are other unexpected pairings that surprise us. Hyper-bright roll necks are styled under florals, and they’re part of what sets Les Rêveries apart. “I think of these roll necks and shirts almost as accessory pieces – to be thrown under or over other elements”.
So what’s next for the brand?
A website is in the works (although an absence of one has done little to slow them down). “We’re creating a platform for us to express what we like. A lot of items haven’t been bought by stores yet, so we want to start pushing D2C strategies,” says Lee. “We want to show everything the really speaks the language of Les Rêveries”.
From boot and sneaker-friendly lengths, to darker, transseasonal florals and unexpected neon – Les Rêveries are a real brand-to-watch, dressing those anti-dress girls.
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