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Fawnd of You: Liana

You know that feeling when you come across something just plain cool? I love the way Liana takes a closet staple and makes it perfect. The search for the perfect T is every woman’s eternal quest. Search no further my loves. All at an affordable price point! The basics are everything but we also love the special little details included, velvet collars and lurex threading. We got the chance to chat with Lili Chemla, the founder of  Liana, about how she started and how important it is to trust your gut instincts.

P.S. Of COURSE she lives with the founder of Staud, just our two dream closets combined.

Lady, we are so #fawndofyou


What inspired you to start Liana?

At first I was just playing around, making the perfect boxy tee with a feminine twist, but then I noticed that I was wearing my first design (The Stria) all the time and my sister and friends were stealing it from me. That’s when I decided to go full force. I knew I was onto something.

Where does the name come from?

It’s my first and my middle name cut up and meshed together, Lili-Ana.

Where were you before you started your own company? Did you always know you wanted to be an entrepreneur?

Before I started my own company, I created a travel App — a messaging service between travel agents and their clients—I still focus on that, but Liana is where most of my energy goes. Since I was a child I always knew I wanted to be an entrepreneur; I was surprised I didn’t know all along that it was going to be Liana.

What was your first business breakthrough when you first started? 

I did a small launch, no press or outreach etc, but somehow Refinery29 got a word of it and wrote an article the day after I launched. That moment really boosted my confidence. I was so excited that people understood what I was working towards.

How did you get the word out about the new brand? 

I’ve been really fortunate to have a lot of organic outreach. I think people have been craving a new style of shirts that, not to toot my own horn, fit really well.

All of your branding is so cohesive and on point, how would you describe the Liana girl? 

Thank you! I always describe the Liana girl as someone that really appreciates looking good while maintaining her comfort.

Describe the perfect outfit to pair with a Liana t-shirt: 

Slightly cropped Levi’s, socks and white sneakers.

What was the biggest challenge in starting a new brand: 

Keeping up with social media. It’s so important now a day with branding, but it really is a full-time job.

What would be your ultimate dream for Liana one day? 

To be relied on when you’re ready to re-up your t-shirt drawer. In order words, everyone’s go-to site for comfort clothes.

What does an average day look like for you and what are you wearing?

I wake up at around 7:30/8 and go straight to my office and am there until around 6. I either go to the gym or home to my roommate, Sarah Staudinger (who’s also in the business), and we cook dinner and complain and/or boast about our days. Then we watch TV and go to sleep. I’m wearing sweatpants, a liana tee, socks and sneakers or that same outfit but with jeans.

What inspires you and sets your soul on fire? 

Ragfinders in downtown LA. We source a lot of vintage fabrics and I always go there for inspiration before designing any collection.

What is the best gift you have ever received? 

Not getting into any college besides Bard College. I know that doesn’t sound like a gift, but it was in some way or another.

Who do you think is totally muse-worthy? 

This one’s always so tough for me to answer, but Rihanna!

What are some words of wisdom you would impart on any future female entrepreneurs? 

If there’s a will there’s a way and always trust your gut.


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