Effortless, nonchalant, minimal, sophisticated, rock n'roll – with a touch of sexiness. That's the essence of Nili Lotan.
It's a world of luxury clothing immersed in detail rather than any current design trends – it's in the seams, in the care taken with organic dyeing, the fabric (stone washed soft), the subtle colour choices and the thoughtful, well work-shopped approach to every design style. Don't get me started on the approachability of any pair of Lotan pant – they all move easily across the day into the night and are … addictive.
The route to that level of design perfection? The thirty years Nili spent perfecting her craft (Nautica, Ralph Lauren, Adrienne Vitadini, and Liz Claiborne) before she introduced her namesake line to the world in 2003.
Lotan targets an ageless woman, calling her brands clothing an expression of nonchalant attitude, which she believes is hard to find in a luxury brand.
Quoting Ms. Lotan, "My design process is very intuitive. What I want and what I am feeling at that very moment. I go back to core references and influences such as 1970's rock n’roll, art and an idea of the American West".
Until very recently, she has never done a shred of advertising. She hasn't had to – her line is sold in over 150 countries worldwide and as Vogue put it, she is making clothes for 'regular women with killer taste'.
And regular women with killer taste will always find the best clothing labels…