The Bloom Returns

There comes a time in every brand’s life when a little, shall we say, work, needs to be done to give it that youthful glow. Major players like Lilly Pulitzer and St. John have both re-energized their brands with different tactics and varying degrees of success.

Lily’s of Beverly Hills is a recently ‘lifted’ brand that seems to have struck the right balance between their founding values and the needs of contemporary women. They’ve obviously done their homework about who their customer is and what she needs to support her insanely active lifestyle. Further they’ve secured the best talent in the biz -- the designer/merchandiser responsible for the concept and development of Kitson’s wildly popular jeans and apparel line.

‘The Bloom Returns’ relaunch at this year’s PGA Merchandise show was a hit. Their booth was a constant hive of activity and their runway looks greeted with oohs and aahs. LBH is positioned as a lifestyle brand, rather than strictly a golf or resort line. Although many other companies I visited at the show aspire to this, LBH delivered with a range of looks and fabrics that strike a balance between style and performance. I’m in love with the pink beaded cardi from the Nantucket collection (pictured, left) -- a 40s-inspired, ultrasoft lambswool/angora/nylon w/exquisitely detailed beading. I also really liked the Orla Kiely-esque mod graphic prints in their navy/red Aspen collection. Pairing with mini-plaid print bottoms (skorts, shorts, capris) made the colors pop and just felt classically modern.

Look for them in a resort/pro shop near you or check them out online at  www.lbhgroup.com

top photo courtesy of LBH