When Freddie met Lilly: Indianna Collection Launch

10 Minutes with Vanessa Hoe 

Owner/Designer - When Freddie met Lilly

Earlier this month I was lucky enough to attend the exclusive party for When Freddie met Lilly's most recent launch. Held at Fortitude Valley's stylish Mirra, it was a glamorous, Champagne filled affair packed with sophisticated brides-to-be and some of South East Queensland's best wedding suppliers. Showcasing two stunning collections from one of Brisbane's most prestigious labels, The Hepburn-Esque and The Indianna Collections, the evening was a delightful introduction to their latest line of chic bridal gowns.

I grabbed 10 minutes with Vanessa at her design studio to chat  about the launch, the collection, the brand and the talented lady behind them.

Congratulations on the launch, what a fantastic show!

Thank you, thank you so much. It was lots of hard work but well worth every second of it! It really went well.
 

Photo credits: Masterpieces Photography


What was your inspiration for the collection?

The first collection we had on the stage was The Hepburn-Esque Collection. I’d done that for New York Fashion week; it was all named after Audrey and the men in her life. From having that being so successful and to keep the romantic feeling flowing from that collection I decided to use some soft pieces, more coloured pieces and lots of hand embellished pieces for The Indianna Collection. Sleek lines, soft tulles, soft fabrics and all the laces. There were a few more pieces than expected but they kept coming to me so I kept making more!
 

Photo credits Masterpieces Photography Dresses When Freddie met Lilly Venue Mirra Private Dining & Events Hair & Makeup Bella Brides Headpieces Little Pack of Five Styling Beautiful Weddings, Brisbane
 

How would you describe your brand?

When Freddie met Lilly gives the modern edge to a bride which is that little bit different to the normal big bridal stores and bridal labels. We fit for the girls body shapes AND their personalities, which are shown through the look of their particular dress. We talk very thoroughly with brides even before trying anything on so we know what they’re looking for. Because we can make in all different laces, fabrics and colours When Freddie met Lilly has got this whole different concept; a bespokely creative concept rather than just the normal “off the shelf - you can’t change anything” dress. We make something individual for each individual person so it’s very personalised.
 


Photo credits: Masterpieces Photography Dresses When Freddie met Lilly Venue Mirra Private Dining & Events Hair & Makeup Bella Brides Headpieces Little Pack of Five Styling Beautiful Weddings, Brisbane Flowers Kate Dawes Floral Design
 

Who wears When Freddie met Lilly?

Our clients are of all shapes and sizes, all ages. We also have a formal dress line, a bridesmaid line and obviously our wedding dresses. The clientele we have are those who don't want to spend ten thousand on a dress but would spend between three and five thousand. They want personalised attention and something designed for them, that process. About 60% of the time we design bespokely and 40% might choose something off my rack, which we make in their size measurements. A When Freddie met Lilly bride wants more personalised attention and something unique.

We have that vintage inspired feeling which is in vogue and recently we’ve done a lot of bohemian style gowns with a particular lace we sourced from France; different shapes and more of an A line rather than just your normal sleek, body hugging skirt.

We have lots of brides that are Sunshine Coast, Byron Bay, Mount Tamborine and Toowoomba weddings. Obviously South East Queensland, however we’ve had a lot of girls from Cairns and Townsville lately, Mackay and Gladstone. Actually we have girls come from all over Australia. People fly from Melbourne and Sydney to come and see us, they can’t buy what they want at our price point in Melbourne and Sydney. They can’t buy dresses like mine down there, they’re all very conservative and expensive. They find us through Australian Bridal Fashion week but also through Instagram and Facebook.
 

 

Photo credits: Masterpieces Photography Dresses When Freddie met Lilly Venue Mirra Private Dining & Events Hair & Makeup Bella Brides Headpieces Little Pack of Five Styling Beautiful Weddings, Brisbane Flowers Kate Dawes Floral Design
 

How long have you been doing this?

I’ve had When Freddie met Lilly for nearly four years, working from this beautiful studio. Prior to that I had shops in Brisbane, four menswear stores and one female store. I had those for ten years. That business was super successful for a long time. I became more involved in my design process, I’d already started my wedding dresses, bridesmaid and formal dresses in the stores and they were doing very well. Eventually I closed the stores down and When Freddie met Lilly was conceived... literally the next day!
 

 

Photo credits: Masterpieces Photography Dresses When Freddie met Lilly Venue Mirra Private Dining & Events Hair & Makeup Bella Brides Headpieces Little Pack of Five Styling Beautiful Weddings, Brisbane Flowers Kate Dawes Floral Design
 

What’s the story behind the name?

My younger brother and his beautiful wife were visiting me with their kids, Freddie and Lilly. They were here for a 4-5 week period and I'd always thought about this name for my label to have in the shops. One day I dropped it to my sister in law on the drive up to Noosa, “what do you think of this name for my new business?” Of course she was stoked. Freddie and Lilly are besides themselves too.
 

Photo credits: Masterpieces Photography Dresses When Freddie met Lilly Venue Mirra Private Dining & Events Hair & Makeup Bella Brides Headpieces Little Pack of Five Styling Beautiful Weddings, Brisbane Flowers Kate Dawes Floral Design
 

Lilly was there at the show last week, did she love it?

She did! That was the first time she’s ever been on the stage as a model. She’s a bit of an extrovert but she was so nervous… and excited at the same time. The other girls that modelled with her guided her though which was absolutely lovely to see. It was awesome. Actually I’m not much taller than them so it was quite funny when we all walked out at the end!
 

Photo credits: Masterpieces Photography Dresses When Freddie met Lilly Venue Mirra Private Dining & Events Hair & Makeup Bella Brides Headpieces Little Pack of Five Styling Beautiful Weddings, Brisbane Flowers Kate Dawes Floral Design
 

What do you do when you’re not designing and making fabulous dresses?

Hang out with family and friends, head up the coast... all those fantastic Queensland things. I travel a fair amount for work and try to tack onto that some trips for myself.

I do a lot of yoga which is good, I try to look after myself. To keep a healthy mind and body for the business is important to me. 
 

When Freddie met Lilly is located in Brisbane. For more information and to contact Vanessa, click the profile below.

 
When Freddie met Lilly

Bardon, Brisbane
By appointment only.






 

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