Why I Started Légacie London: Building a Fashion Brand with Heart and Heritage

Hello Légacie loves,

As a new brand owner starting a fashion brand, one of things I get asked repeatedly is "Why did you start your own brand"? It's a hugely valid question and one of my favourite conversation points, because the decision to start a small fashion brand is truly a very nuanced one and I feel it's incredibly important to share "why" with you all. After all, we are all about storytelling here at LL, and so it's only right that this story has an adequate preface. So, here it is...

I always knew deep down that one day I’d have my own brand. I grew up in a family of entrepreneurs and business owners, so carving out your own path felt like the natural thing to do. It's the example that I had been set and I always (and still do!) looked up to my parents and always had such profound and immense respect for what they do and how they do it. My parents never really pushed me in a particular direction but rather there was a huge emphasis and encouragement on following my heart and pursuing the things that brought me genuine, authentic joy. For me, my heart always beat a little faster when it came to fashion (let's call it "pencil skirt palpitations", if you will...)

Alongside Légacie London, I have a career in beauty marketing which I absolutely adore and feel so aligned with. But a few years ago I was working in a role that drained me so completely that I needed something that would recharge my soul again. Quite literally, I was in low battery mode and was in serious need of a power cable. That’s when I started spending my evenings and weekends dreaming up what would later become Légacie London. It was just for me. No one else. A passion project that turned into something so much bigger, and the idea and practise of it has been a huge turning point for me in my twenties. Légacie London really is my charger.

When it comes to fashion and my approach, perspective and opinion towards it, my yiayia (greek for grandmother) has always been my biggest influence. She was a fashion designer herself back in the day (it's really in my DNA!) and the way she approached clothing has shaped me completely. She taught me that the best pieces are the ones you hold onto forever, which is why the most prized posessions hanging up in my wardrobe are those that she has handed down to me from her youth (and let me tell you, this girl was a DIVA). Whenever I wear them, I feel so rooted in my own confidence and so authentically myself, because I know that these pieces carry so many stories. They have outlived trends and truly transcend generations. That, my Légacie loves, is the true definition of timeless.

We live in a culture obsessed with what’s new and next which can sometimes be so brilliant and vibrant, but I want to push back against it because most of the time, it feels too much, too unsistainable and quite frankly, much too inauthentic. My mission is to build a brand that stands for timelessness and to prove that fashion can be both beautiful and soulful.

Légacie London is my ode to dreams, to heritage and to the courage of pursuing what sets your soul alight. We all have dreams (whether they're buried deep or right on the surface of your mind) and we all owe it to ourselves to advocate for them and to pursue them in a way that feels right for us. This is me doing just that, and I really hope that you love it as much as I do.

All my Légacie love,

Chloe x