Based in London, the influencer, entrepreneur and now designer, Sian Lilly, creates the most beautiful yet simplistic pieces for the modern and environmentally-conscious individual. Through Sian’s early experience in the fashion industry as a model and beauty-focused YouTuber with over 500k subscribers, she has managed to manifest her talents into SLstudios, a brand built on inclusivity, sustainability and style.
After launching her brand in August, Sian spoke to us about her inspirations, unique business plan and how both herself and SLstudios aim to defy a very fast-fashion immersed culture.
What was the mission when establishing SLstudios and how did you intend to really set your brand apart from others?
SIAN LILLY: The core mission when establishing SLstudios was to create a brand focusing on quality and simplicity. Cancelling out the idea of a trend, to put more of a focus on quality pieces that can be worn regardless of what is popular that season.
Do you have a person, place or era that inspires your designs?
SIAN LILLY: I’m a huge fan of the Kpop group BTS, especially their street style. The oversized look they go for when it comes to hoodies and sweatshirts heavily influenced how I wanted SLstudios hoodies to fit. I’m also very inspired by how Princess Diana made athleisure wear look so luxurious and put together. I like to think that the brand is the perfect mix of the two!
What is your creative process when designing your apparel, considering your progressive approach towards fashion?
SIAN LILLY: The creative process for me is a little different compared to other fashion labels. I am very lucky to have direct contact with my consumers as the majority are my YouTube audience. Before designing anything, I look through the comments of my recent fashion videos and see what people are asking to see more of fashion-wise. This usually shows a gap in the market that I can fill through SLstudios.
What message do you hope to convey through the pieces that are very accurately staples needed in every wardrobe?
SIAN LILLY: The message I hope to convey is one that teaches people that there is no need for a new item of clothing every week. It really is time to start investing in better quality that can be worn and styled both multiple times and ways. I’m super proud of the level of quality especially with our hoodies and I did this in hope of slowing down fashion slightly on the amount we are buying of the same style as consumers.
To what extent do you take ethics and sustainability into consideration when producing your clothing?
SIAN LILLY: The world of sustainability is still very new to me and as a brand, we have a lot to learn. From the start, however, I made it very clear that SLstudios is a slow fashion brand. We will never be the brand with new pieces launching daily on our site, instead choosing my favourite 3-5 pieces to launch monthly. All of our packaging is also biodegradable and items are shipped from a warehouse just outside of London. I make the effort to only request one sample of each design, this reduces the waste of not only labour but of clothes being unworn during the designing process.
How do you aim to make your vision as inclusive as possible?
SIAN LILLY: I think that so often brands are focused on the idea of tokenism where it’s like ‘Oh I have this many white models, so I need this many Black and this many Asians’ and I just don’t think it can work like that. That’s tokenism. If I like a model for SLstudios I’m not going to say no to her if I already have my ‘one Black model’, I am always going to work towards ensuring that all people get the same amount of opportunities.
As a model, what have your own experiences in the fashion industry been like?
SIAN LILLY: At the time I first started I think there was an overwhelming sense of appreciation and appeal towards mixed-race girls, so in that sense, I was certainly lucky. But at the same time, I am certainly aware of the fact that I definitely came under the ‘Black girl’ category and the fact that I was half white was often forgotten about—though I am well aware that many people in the industry faced worse and still do.
What are your hopes for the future of SLstudios?
SIAN LILLY: I would love for SLstudios to, of course, grow as a company but also to keep its core values of quality over quantity. I have worked with companies such as Farfetch through my YouTube channel with the focus of investing in pieces that last. It would be amazing to see SLstudios be available on bigger platforms in the future!
Keep up to date with Sian Lilly and SLstudios on Instagram and and subscribe to Sian’s Youtube.
Get a behind the scenes look at more brands by reading interviews with Yung Reaper, Goosie, and Isabella Lalonde of Beepy Bella.
This interview has been edited and condensed for clarity.
