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After it became apparent that she was selling
more dresses than fruit drinks, she soon began focusing more on
her ‘Lillys’ and less on squeezing lemons and oranges and pink grapefruits.
After her childhood friend, Jacqueline Kennedy, who was by then
First Lady, was photographed by Life wearing her Lilly,
everyone wanted one and the popularity of the garment was extended
well beyond its natural boundaries. The popularity of her line grew
up until the mid-’80s, when she closed the business and refocused
her attentions on her new husband and her growing grandchildren.
In January 1993, a group of outside investors
reintroduced the Lilly Pulitzer line and it can now be found in
49 Lilly Pulitzer Signature Shops, major department stores and fine
specialty boutiques throughout the United States.
The spring 2004 collection didn’t deviate too
far from the proven formula. Instead, amidst the kitschy patterns
imprinted with ducks, flowers, pastel plaids, and a surprisingly
seductive patchwork print, there were a great many new and wonderful
additions to the Lilly Pulitzer line.
For the spring, the design team, lead by James
Bradbeer, added some very nice solid colour sweaters, fitted women’s
polo shirts (also in a solid black colour), sexy tank tops trimmed
with lace and tennis outfits that fairly defined the rich and leisurely
life of Palm Beach in the 1950s. What is most amazing is the fact
that this line is far from being too steeped in musty memories of
‘Remember when?’ Instead, it is quite modern in its scope and very
much of the time we are living in. They have not only retained the
legacy, but also managed to move the brand forward in a most decidedly
modern yet relevant manner.
The company has even branched out even further.
The Lilly Pulitzer jewellery collection for spring 2004, comprising
the Worth Avenue Collection (best represented by its macadamia nut-house
natural mother-of-pearl necklace), the Signature Collection with
its modern sterling silver engraved Palm Pendant necklace and cuff
bracelet, and the Truly Lilly Collection with its teen-friendly,
low maintenance beading and silver balls, was introduced along the
clothing. The men’s furnishings line, with its signature Lilly print
ties, pocket squares and beachwear (an example being swim trunks
in the classic Lilly print), also caught the eyes of many of the
attendees. Other new product lines include a new shoe line, a collection
of colourful beach bags and handbags and the launch of the Lilly
Pulitzer Home Collection for spring 2004 through a licence agreement
with home furnishing giant, Dan River Inc.
The tag line for the print ad campaign presently
running in the December 2003–January 2004 issues of high-end magazines
reads as follows: ‘Life. Lilly. And the pursuit of happiness.’ It
is most appropriate.
CONTINUED
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What is most amazing
is the fact that this line not only retains the legacy, but manages
to move the brand forward in a decidedly modern, relevant manner
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