Lil & Emm swimwear label born from shared love for fashion and design
In part one of a series on Canberra business duos, Josephine Huynh talks to Lily Giles and Emma Knieriem about their intimates and swimwear label Lil&Emm.
May 10 2016
- In the City: Issue 25
After discovering a shared love for fashion and design, friends Sheree Lily Giles 'Lil' and Emma Knieriem 'Emm' realised their similarities went beyond just interests, their design aesthetic was quite similar but with their own unique strengths, so it was only natural that the two put their creative minds together to embark on an exciting new business venture.
This was how Lil&Emm was born. The label specialises in boutique intimates and swimwear that celebrates a lifestyle full of fashion, beauty, love and health; and since its inception the label has continued to grow from strength to strength.
"We met while studying fashion design in 2005 at the Canberra Institute of Technology. We were lucky enough to be paired together for a project and the rest is history," Giles says.
"We just loved working together so much that we thought why stop? Let's start our own label."
"Fashion design is something we both always knew we wanted to do. It's something that comes naturally to us and is our passion. We live and breathe it," Knieriem adds
Lil&Emm pieces are intricately designed with the modern woman in mind – sexy, chic, stylish and a little bit cheeky.
"We are unapologetically feminine, love beautiful things and want our customers to feel gorgeous inside and out the instant they put one of our garments on," Knieriem says.
"Our customers are confident, powerful, and driven. They are women who aren't afraid to flaunt what they have.
"We love spending our days around the pool or at the beach and we both love pretty lingerie and have drawers full. We chose to design a reflection of our lifestyle and passion."
Lil&Emm pieces are bespoke and hand-crafted with lots of love. All pieces are made in Australia to ensure the highest of quality and perfection is put into each individual garment.
Between continuously working to improve the Lil&Emm website and shooting new campaigns on the beach, you will find the girls drawing inspiration from all aspects of life.
"We are inspired everywhere we go," Giles says.
"We collect everything from Pinterest images, a page ripped from a magazine or simply a fabric we love. Inspiration can strike anywhere, anytime for us.
"We both actually have full-time office jobs, but you always find time to work on what you love."
Already setting goals for the future, Lil&Emm hopes to expand into the international market to build the brand even further.
"We love that we get to work with each other every day and have a creative outlet. It's an extremely rewarding feeling building our label from the ground up and watching it grow," Knieriem says.
Keep an eye out for the soon-to-be-released new intimates range – a collection full of beautiful textures and lace, inspired by a dreamy European summer colour palette.