Lucila Safdie’s brand has become synonymous with a specific aesthetic: a blend of Tumblr-era nostalgia, Old Hollywood glamour, and a distinctly melancholic sensibility favored by a new generation of “internet it-girls.” From Addison Rae’s stage outfits at Wembley Stadium to the wardrobes of rising stars like Alex Consani and Rachel Sennott, Safdie’s designs are increasingly visible, but the brand’s success isn’t built on traditional fashion marketing. Instead, Safdie has cultivated a devoted following through a unique strategy centered on community and authentic connection.
The London-based designer, whose pieces range from £30 accessories to dresses in the mid-hundreds, has carved out a space in the contemporary designer market by prioritizing real-life experiences over expensive runway shows and influencer seeding. This approach has fueled impressive growth, with sales rising more than 50% year-on-year, alongside an expanding retail footprint that now includes partners in Australia, China, Japan, the US, Georgia, and South Korea.
Safdie’s success lies in understanding her customer. Rather than chasing algorithmic growth, she’s built a world around her clothes, fostering a sense of belonging that translates into brand loyalty. This strategy, as she explains, is about more than just selling garments; it’s about creating a shared cultural experience.
Building a Brand Beyond the ‘Peachy Shorts’
Although initially known for a breakout piece – the “Peachy Shorts” – Safdie deliberately avoided relying on a single hero product. She expanded her collections to include tailoring and references to classic Hollywood, demonstrating a creative evolution that keeps the brand fresh. The tension between maintaining recognizable signatures and demonstrating innovation remains central to her strategy. “It’s been a journey of pushing myself creatively — in pattern-cutting, in the pieces I want to make,” she said.
Today, the brand’s revenue is diversified, with headbands, bikinis, shorts, and polos forming the commercial backbone. “The polos have been super successful,” Safdie noted, attributing their popularity to their wearability and accessible price point. This tiered product ladder allows customers to “buy into the brand immediately” with entry-level pieces, while more directional runway looks reinforce the brand’s aspirational image.
IRL Experiences: The Heart of the Safdie Community
In an era dominated by digital marketing, Safdie has prioritized in-real-life (IRL) experiences. She hosts intimate gatherings, including film screenings and studio pop-ups, that collapse the distance between herself and her consumers. These events aren’t conceived as marketing tactics, but rather as genuine expressions of her interests. “It wasn’t like, ‘Oh, I’m going to make the film club for marketing.’ It was more like, ‘I want to decide which movies I want to watch on the big screen and invite all the girls that like the brand,’” she explained.
Safdie’s screenings often feature women-directed films, from Girls of the Night by Kinuyo Tanaka to Cléo from 5 to 7 by Agnès Varda, shaping the themes and aesthetic of each collection. She recalls a recent David Lynch film marathon at Prince Charles Cinema in London, a testament to her dedication to immersive cultural experiences. “They had a coffee machine, so we had like seven coffees. We both fell asleep at certain moments—people brought blankets and pillows, and we wished we did too,” she shared.
This focus on community is deeply personal. The brand’s aesthetic is drawn from Safdie herself and the women around her, creating a customer who sees herself reflected in the designs. “It’s intuitive. That’s why I don’t do menswear because I wouldn’t recognize from which place to make it,” she said.
Global Expansion and Future Ambitions
With approximately 65% of demand coming from the US, around 20% from Asia, and the remainder from Europe, Safdie is now looking to expand her IRL model internationally. She envisions recreating the intimacy of her London events in cities where her online audience is already concentrated, rather than pursuing a wholesale expansion strategy. “I really want to do pop-ups in the US and Asia… Most of the stuff I do is in London, so I’d love to do things around the world,” she stated.
While Safdie enjoys the current format of her presentations, she hasn’t ruled out a traditional fashion show in the future. “I would love to do a fashion show at some point. I’m not saying presentations forever, but I feel like right now, at the stage my brand is at, it feels more fun,” she said.
Lucila Safdie’s approach to building a brand feels almost countercultural in a market saturated with algorithmic growth strategies. By prioritizing community, authenticity, and a genuine connection with her audience, she’s created a loyal following that extends far beyond fleeting trends. The next phase for Safdie will be replicating that intimate connection on a global scale, continuing to build a world where her customers feel seen, understood, and inspired.
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