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Brand to Know: Lisa Says Gah

Flouncy dresses, super cute accessories and vibrant colours that will quite literally make you go gah!
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Lisa Says Gah is by no means a new kid on the e-commerce block but the online boutique is still as relevant as ever. When Lisa Bühler conceived the San Francisco-based brand in 2015, the idea was born out of an observation of her own shopping habits. At the time – remember when Lookbook.nu was thriving? – fashion enthusiasts who scoured the internet for outfit inspo would then have to hop onto a separate site to shop the looks. To Bühler, it was only practical for e-tailers to offer both inspiration and a curation of garb that spoke of a certain aesthetic under the same domain.

Going into Lisa Says Gah, Bühler brought along with her a wealth of experience and knowledge from her days as a buyer at Nasty Gal. For Bühler, the starting point of building the brand began with establishing the its identity. “I had created the blog first, which was a series of inspirational images. And I designed the website to give people a feel for the aesthetic of the brand,” she revealed in her Coveteur feature.

Scroll through Lisa Says Gah’s instagram feed or click through to its website and you’d almost instantly be able to place your finger on exactly the type of women the brand is curated and made for. Since starting out as an online retailer for indie designers, the brand has gone into producing its own collections. While the site plays host to both designers and its in-house brand, it all comes together with one cohesive vision. Its collections perpetually oozes the enthusiasm and playfulness of summer days. Brilliant colours! Smiley faces! Flouncy, frilly dresses! Joie de vivre extends throughout Lisa Says Gah’s garments with a crossover between the effortless French girl attitude and ’90s vibe.

It’s also the space to go to to keep updated with the trends that come up on Instagram. The ’90s shoulder bag? Check. Strappy sandals? Check. Prairie girl dresses? Check. On the editorial end, Lisa Says Gah puts its clothing into context with behind-the-scene glimpses into the everyday lives of Instagram ‘It’ girls – Alyssa Coscarelli is a fan. If you took a step back, Lisa Says Gah sells aspirations of a certain lifestyle rather than just clothes. Its this that really sets the independent boutique from the online retailers in the industry. There’s a distinct sense of personal touch and connection it establishes with its shoppers.

While the rest of the fashion industry has lately been caught in a bind, smaller brands certainly have lessons to learn from Lisa Bühler’s blueprint at Lisa Says Gah. She was onto something five years ago and the world is only now catching up. If you somehow haven’t heard of Lisa Says Gah before, this comes in good time as you start thinking of your summer wardrobe!

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