LEYLIE
First Retail, Then Collection
In Spring 2011, Leylie Aghili made a bold move, opening a bricks-and-mortar store—Leylie at 1230 Montana Ave. in Santa Monica, Calif.— at a time when economic stability was uncertain. But she had the goal to create a cozy neighborhood environment where customers are friends and seasonal wardrobe staples stock the shelves.
“My passion for retail is very old school, especially since I opened a bricks-and-mortar business right in the middle of an economic downturn and during a high of online shopping,” Aghili said. “I find it important to always create a special visceral shopping experience for my customers—whether it’s by offering espressos in store or at home styling.”
After a year in business and feeling confident about the success of her store, Aghili started “making a few button-down shirts just for fun. And they immediately sold. I started with one style and kept coming up with new designs, and soon enough my line became my bestseller at the shop. I started the line because I needed another creative outlet and continued because I found myself making and selling basics that I couldn’t find a better version of in the market.”
The Leylie customer is sophisticated but understated. “She likes classic, tailored pieces with a twist or a sprinkle of whimsy,” Aghili said. “I look for the softest fabrics such as cottons, silk voiles and rayon that have an interesting texture or color. And it’s great when I find a print that speaks to me. Stripes, polka dots, florals and charming animal prints—think elephants or monkeys—get me every time.”
One year after launching her namesake line, she decided to try the route of wholesale distribution, which only lasted one season. From the one wholesale collection, though, Anthropologie exclusively picked up her line, for whom she is still designing styles each season. After that she “decided to focus on designing for myself and for Anthropologie.”
The Leylie collection is manufactured in Los Angeles, Aghili’s hometown. Her plans for the future include continuing to build a viable online presence with e-commerce, opening other bricks-and-mortar retail locations and continuing to design exclusives for Anthropologie.
“I’ve lived in Los Angeles my entire life. I think fashion in LA is much more casual and accessible than New York or Europe,” she said. “I think LA does ‘casual chic’ well but not well enough. I think we could all dress up a little bit more, and that’s where I hope to influence the fashion scene.”
For more information, visit www.leylie.com.
