With her eponymous womenswear brand, Deborah Lyons aims to offer feminine tailoring for forward-thinking women.
Deborah Lyons founded her eponymous brand in 2016, inspired by the UK’s rich tailoring history with a feminine twist. Having studied at Parsons School of Design in New York, Lyons returned to the UK where she worked as a consultant for brands including J Mendel, and swimwear designer Melissa Obadash. In 2016, she joined forces with boutique owner and buyer Kamelia Kamel to launch Deborah Lyons for autumn 17.
The womenswear collection features timeless styles such as floral midi-dresses and flowing palazzo trousers in high-quality fabrics. Wholesale prices range from £25 for a T-shirt to £300 for leather coats. Currently the brand has four stockists, including Harrods in London, and recorded an 80% growth in sales over its first year in 2018.
What’s the first thing you do when you get up in the morning?
I have a super-hot shower.
What was your first job?
I worked as a designer for a small New York-based shoe label.
How would you describe the brand in one sentence?
Vintage-inspired, transformational tailoring targeted at the pioneering women mapping our future.
What’s your coffee (or tea) order?
I’m a sucker for a matcha latte with cinnamon.
Where is your favourite place to shop?
Stick With Me in New York.
Last fashion purchase
Chloe Gosselin boots.
Emails or phone calls?
This would depend on who I am speaking to, but usually phone calls.
The most important lesson you’ve learned during your career
Surround yourself with good people who tell you the truth. This is especially true within my team.
What would be your ideal office/meeting space?
Huckletree in White City, west London, is stunning. They’re opening a more creative industry-focused space in Soho later this year and that would be a great environment for us. It will even have a meditation studio and a plant-based cafe – I’m a vegetarian.
What’s your favourite part of the creative process?
I actually love it all: from the first sketch to choosing the fabrics and finishing the samples in our East London studio and then seeing it all come together each season in our campaign shoot.
What has been your proudest moment since you launched?
I think the fashion show we held on the Eurostar for spring 19 is probably the most stand-out moment. It’s always onto the next thing though, in this business, we probably don’t take enough time to stop and think about what we’ve achieved so far.
What’s the last book you read?
M Train by Patti Smith.
Tulum in Mexico.
Who in the fashion/retail industry inspires you?
I could go on all day on this one! Marigay McKee, Caroline Lyons, Helen David, Natalie Theodosi, Bettina Looney, Eva Chen, Caroline Issa, Maria Kastani, Natalia Barbieri, and Carmen Borgonovo. This is literally just scratching the surface.
What’s the biggest challenge facing fashion today?
As the second most-polluting industry in the world, resolving our environmental impact has to be our first priority.
One piece of advice would you give your younger self
Enjoy the moment.
Who do you turn to when you need advice?
I have an amazing support system of family and friends and my incredible, proactive, and forward-thinking business partner Kamelia Kamel.
What would we find you doing at the weekend?
At the gym, strolling around some exhibition, sometimes sketching, lots of eating.
What are you looking forward to most in the year ahead?