Designs that embody the latest trends, inclusivity and joie de vivre: LolaLiza creates fashion that is perfectly tailored to different body types, personalities and lifestyles. This vision is at the core of the Belgian label, known for stylish, comfortable and accessible collections.
In an interview with FashionUnited, Elodie Doret, collection director at LolaLiza, shares her perspective on fashion and explains how these core values guide the creative process to design collections that appeal to women of all ages and shapes.
Soul of the concept
“LolaLiza is a happy brand,” explains Doret. “Even though the fashion world today often focuses on neutral colors and minimalist styles, LolaLiza remains true to its own identity. We always bring a fresh twist, with tones like orange or fuchsia, colorful prints, embroidered knits and graphic patterns.”
“It is essential for us to truly understand our customer and offer her a collection that is not only trendy, but also deeply rooted in our DNA: cheerful, caring and radiant.”
The creative process at LolaLiza begins with analysis of international catwalks and trends, supplemented by data to find out what customers really want. This approach allows for a clear view of current trends and helps to design collections that are both fashionable and true to the brand. Inspiration comes from everywhere: from trade fairs to street styles from all over the world. The creative team combines these influences with market analysis and their own beliefs to create a harmonious overall vision.
Team approach for contemporary collections
The LolaLiza team – from stylists and buyers to production technicians and sourcers – works closely together. Thanks to international contacts, it maintains control over the entire production process and ensures that the brand vision is visible in every collection. Close relationships with suppliers also play an important role: “We are a small, well-coordinated team. This makes us extremely flexible and able to make quick decisions,” says Doret.
Inclusivity, accessibility and sustainability as core values
LolaLiza positions itself as an accessible fashion brand in the mid-price segment and emphasizes a balance between fashion, quality and price in order to be inclusive. The collections offer a wide range of sizes from 34 to 50, so women with different body types can find clothes that flatter them and boost their confidence.
At LolaLiza there is a special focus on fits and materials designed for real bodies. “Fashion must be accessible to everyone,” emphasizes Doret. Size doesn’t matter: all customers pay the same price, which also underlines the brand’s promise of inclusion.
The label has also been investing in sustainability for several seasons. 35 percent of the collection already consists of sustainable materials such as organic cotton, recycled polyester and EcoVero™ viscose – and all without price increases. To remain future-ready, LolaLiza has also implemented a new platform that ensures traceability throughout the supply chain and meets growing corporate social responsibility requirements.
Flexible and intelligent sales network
With 90 branches in Belgium, France and Luxembourg as well as its own online shop, LolaLiza has a strong sales network. In addition, the company works with digital partners such as wholesalers Zalando and Wehkamp to open up new markets in Europe.
The label also remains active in the B2B sector. It offers tailor-made solutions and individually tailored services via the Fashion Cloud platform and personal collaborations with customers. With this strategic flexibility, LolaLiza has already successfully established itself in markets such as the Netherlands and Germany.
Sneak Peek: The Spring/Summer 2025 Collection
LolaLiza’s new spring/summer collection is full of creative details. “For the coming season we wanted to create a soft, feminine atmosphere, with pastel colors combined with vibrant accents,” explains Doret. “We have designed beautiful capsules, with imaginative fabrics such as delicate sequins, jacquard voiles, embroidered cotton and guipure lace.” A collection that responds to the latest trends without losing the cheerful character of the brand.
With an approach that focuses on fashion, accessibility, inclusivity and sustainability, LolaLiza continues to stand out. The label manages to respond to the needs of today without ever losing its unique DNA.