Beauty is the inspiration for LIJA
14/11/2012
Brand president and creative director, Linda Hipp, says she hopes the new campaign will encourage women “to discover what beauty is to them and to be inspired by it”.
LIJA has tried to incorporate “runway trends” into the collection, with components such as metallic fabrics, bold, graphic prints, and geometric details. Standout pieces include a metallic zip jacket, printed tights, a cross strap tank top, and floral capri pants.
There are distinct offerings for golf, tennis, and training within the collection, with January 15 the target retail lauch date.
Privately owned LIJA says its aim is to inspire women around the world to “express their personal style in their active pursuits and play beautifully”. Focusing on golf at first, Linda Hipp has said she set out to change the way women wear golf apparel by introducing runway styling to the fairways, with the emphasis on feminine silhouettes, fine fabrics, intricate design details and varied colour palettes providing “an alternative to the norm”.
Professional athletes that wear the brand’s clothes include rising tennis star Rebecca Marino and golfer Jodi Ewart.
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