NEW BEGINNINGS: Amy Molyneux, former designer of the British clothing label PPQ, is preparing to launch a collection of her own: a resort and swimwear brand called Lelloue.
Molyneux has launched Lelloue with her business partner Helen Johnson, and the partners are taking a bold, unapologetically glamorous approach in order to stand out in an increasingly saturated resortwear market.
“With the new brand, I’m focusing on what I think is needed, where I see the gap in the market. There is a huge amount of resortwear that’s bohemian and hippie, but none that embraces this Nineties power glamour,” said Molyneux of her debut range which includes bold maxi mesh cover-ups, leopard-print or polka dot bikinis and high-waisted pants and jumpsuits made from luxurious printed silks.
A visual from the first Lelloue campaign.
“I wanted to add gold foil printing, silk satins and pieces that have structure yet can stretch easily,” added the designer, who has previously designed lingerie or swimwear for various brands as a consultant. “I’m homing in on the skills I’ve developed in the past 20 years.”
The decision to launch resortwear was also a personal one for Molyneux, who said she always enjoyed seeing PPQ’s young clientele wear her flowy, chiffon