Let's Talk about Lola Varma
The Val Blouse & Vayla Cami (in store at Mrs Fray)
Oh, Lola Varma, how do I love thee? Let me count the ways…
When the idea to build a permanent contemporary bridal offering for the women of Canberra was haunting my dreams at night, in my biggest wildest dreams of brands to include, Lola Varma was always top of the list at the table. I’d seen the designs and kicked myself for not knowing the brand existed when I got married two years ago. The styles that Lola was dishing up were modern, chic, sleek, and timeless in a way that isn’t paired with a head tilt and a hand propping up your dreamy chin; but really timeless, as in, something you won’t be regretting in 2, 5, 10, or 25 years to come.
This brand had style in a way that Australia and the globe had been wanting and needing as we’ve watched wedding style quickly evolve. Lola Varma is designed with a woman in mind who’s the woman I want to be, and when you find a brand that you identify with to that degree, it takes all the willpower in the world to not buy one of everything - right? (Good news for you if you’re not wedding dress shopping, LV has branched into sleepwear now so you can enjoy the genius more calendar days).
The designer behind the genius, Courtney Illfield, started designing wedding gowns when -as a wedding photographer- she was shooting weddings and talking to bride after bride about their dire hunt for a gown that was modern; a gown that looked like they felt inside. So after a decade of shooting weddings, she took matters into her own hands and built the brand she wished existed before (…sounds familiar to the Mrs Fray family, that’s for sure).
The fact that we’re about to welcome 7 Lola Varma pieces into our permanent collection in store is something that makes me want to pinch myself, cry, and jump up and down all at the same time. We are beyond thrilled to be the only external stockist of Lola Varma in all of Australia. Pop the champs and take a look ladies, today we celebrate Lola Varma joining the Mrs Fray family with a Q&A chat with designer and owner, Courtney.
Fave fragrance:
The Noir - Le Labo
Drink of choice:
WA Pierro Chardonnay
Fave location to travel to:
Folegandros, Greek Island (remote, raw and hot)
Current Soundtrack:
A Bigger Splash soundtrack or Pond’s new album
What led you from wedding photography to contemporary bridal to begin with:
I found myself continuously helping and guiding my brides and clients into finding their wedding outfits. Back then there was nothing on the market that was non traditional. I would suggest to them to buy off the rack, a Louis Vuitton shift dress or a vintage Chloe dress or a white Ellery outfit. Coming from a photographers point of view, my job would be a lot easier if the bride was comfortable and felt like themselves on their wedding day, hence why I would encourage them to align their wedding day attire to their own personal attire.
Delfina skirt, Beverly Belt, & Giadi gown (in store at Mrs Fray)
We get the sense that you’re a transient and daring creative - what’s next in your dreams after dominating contemporary bridal in Australia?:
Chair collector? Haha. Maybe a Lola Varma furniture collab and range — any takers out there?
Chosen uniform:
In my dream life: Acne, all day, every day, head to toe, accessories included
Real life: Black pair of trousers and a black vintage blouse
Dream location to build a holiday house:
How do I narrow this down , can I have three?….. Tasmania (Aussie loyalty) OR Whangamata, NZ (beach meets rainforest) OR Folegandros, Greek Island (remote, raw and hot)
From next week, Mrs Fray will be the only stockist of Lola Varma bridal on the East Coast. Courtney is killing it and you can often find her nationally and internationally selling her gorge gowns at bridal shops across the globe, but if you live in the capital or near and you have heart eyes for Lola like we do, come say hello.
In store we’ll have the Giadi Gown, Beverly Belt, Wiloma Belt, Val Blouse, Parvia Top, Vayla Cami, and the Delfina Skirt.
See you soon, Mrs Frays. xx
