Exploring Liya's Essence: Lia Goglidze Reveals
Passion-Driven Fashion Journey
Intro
In an exclusive conversation with designer Lia Goglidze, we trace the roots of her teenage fashion passion, navigating through the lively streets of Tbilisi to unravel the bold and feminine identity that defines Liya. Dive into the intricacies of Liya's creative process, its authentic influencer connections, and the brand's commitment to a global impact through mindful expansion. Gain insight into Liya's future vision, where exciting projects and strategic goals are poised to sculpt its ongoing success.
interview by Ezgi Atay
I draw inspiration from the remarkable women in my family who have shaped my perception of womanhood.
Q1.
Can you share insights into the inspiration behind the establishment of Liya and provide some background on your journey as a founder that has shaped the brand's identity?
At the age of fifteen, I discovered my unwavering passion for the world of fashion. Coming from a family of artists, where theatre and cinema were ever-present, I was constantly immersed in a creative environment. While I didn't have a specific focus on becoming a designer, I knew deep down that I wanted to be part of the collective creativity that lies behind the captivating world of fashion.
With this determination in my heart, I decided to pursue my dreams by studying fashion design in Italy immediately after graduating from high school. The experience was transformative, providing me with the necessary skills and knowledge to embark on my journey. However, a series of personal choices ultimately led me back to Tbilisi, Georgia, my hometown, where my path would truly take shape.
It was in Tbilisi, amidst a thriving and vibrant fashion scene, that I was given the incredible opportunity and encouragement to design my collections. I owe a debt of gratitude to my co-founder, Anna, whose unwavering support and belief in me gave me the strength and confidence to take this leap of faith.
The essence of our brand's identity can be best described as a seamless fusion of boldness and femininity. I draw inspiration from the remarkable women in my family who have shaped my perception of womanhood. Their resilience, strength, beauty, and grace have been a constant source of inspiration, leaving an indelible mark on my creative journey.
I am humbled and grateful to have witnessed their incredible journey through life, and I strive to embody those qualities in my work as a fashion designer.
Image: from Liya's Latest Collection
Q2.
Liya's product range reflects a strong emphasis on design. Can you delve into the creative process behind developing new products and the key elements that Liya prioritizes in its innovative designs?
I do not have a particular approach to preparing the collection. Each time it is different and depends on the situation, mood, and inspiration I get from the surroundings. One time it was a song from the 80s that I stumbled upon that got me into designing our bestseller knitted sleeves. On other occasions, it can be a personality that I meet and am smitten with their style and attitude that I want to recreate. It can also come from a form and shape that I have seen during my travels, museum visits, artist visits, cinema, photography, and other times it is just me sketching for hours until I get the idea that has been on my head since forever but had no chance to put it to reality.
After we go through sketches with my co-founder Anna and choose the ones that reflect the best season we are working on. After there is a month-long working in our atelier together with my pattern maker and seamstresses to bring to life the shapes. We hand-picked all the fabric and accessories. Jewellery I always design in solitude where I like to play with shapes. Sometimes it is the semiprecious stone that we use that dictates the shape of the jewelry piece. I never try to make jewellery and ready-to-wear matches on purpose but since my inspiration comes from the same place it is only natural that they complete each other.
Image: Atelier of Liya
Q3.
Liya appears to be a favorite among influencers. Can you provide details on Liya's strategy for building relationships with influencers? Are there any influencers or personalities that Liya is looking forward to dressing up?
Liya deeply values the importance of nurturing relationships with influencers. Rather than approaching collaborations as mere transactions, we strive to build genuine connections with influencers based on mutual respect and trust. Our strategy for cultivating these relationships is grounded in authenticity, personalization, and a sincere desire to connect on a meaningful level.
Many influencers discover our pieces through social media and mutual connections, which often leads them to reach out to us. Additionally, we proactively engage with influencers whom we believe will resonate with our designs, initiating direct communication to explore potential collaborations.
We believe that our designs are versatile and suitable for individuals with diverse aesthetics and visual preferences. As such, we do not have a specific influencer in mind that we aspire to dress. Instead, we find it more rewarding when our creations are embraced by a wide range of individuals who appreciate and align with our brand's ethos.
Image: Winnie Harlow wearing LIYA pink jellyfish earrings
Q4.
Liya appears to have a global presence. Could you discuss how the brand aims to make a positive impact on a global scale, and any challenges or successes encountered in expanding internationally?
Our expansion strategies have evolved over time. Initially, we collaborated with retailers globally to enter new markets. However, in response to the pandemic, we have shifted our focus towards building direct relationships with customers. As a result, we have prioritized the development of our website and e-shop to facilitate international expansion.
With growth comes the responsibility to be mindful of our brand's impact. To minimize waste, most of our pieces are made to order, avoiding overproduction. We are committed to creating products that have a minimal environmental footprint by using existing fabrics and materials, ensuring high quality, and minimizing returns.
Q5.
What is the vision for the future of Liya? Are there any upcoming projects, product launches, or strategic goals that you can share with us?
At the moment we are working to provide the best customer support to our online shop customers. We have quite a successful presence in the MENA region but are looking forward to expanding further in the MENA region and opening physical stores to welcome our valued clients is an exciting prospect. Additionally, our expansion plans in the European market are also underway, and we are committed to providing the same level of exceptional customer support to our new customers in Europe. We are confident that our expansion efforts will lead to even greater success in these regions.
