On the East Coast, especially in the South, Lilly Pulitzer is more than just a brand: it’s a lifestyle. Whether it’s their Twitter, Instagram, Facebook, or emails, Lilly Pulitzer’s social media team has managed to create a marketing base that encompasses the brand’s heritage in a way that caters to old and new fans alike.
The concept of “The Juice Stand,” a recurring theme on the sites, acknowledges the beginning of the brand. It was created by accident; Lilly designed the first shift to camouflage the orange juice stains that were ruining her clothes while running an orange juice stand in Palm Beach, Florida. Customers loved the fun print and easy, flattering silhouette of the dress, so she began selling dresses at the stand, too. Once the dresses began outselling the juice, it was clear that the “Lillys,” as the dresses became known, needed a place of their own.
Lilly in her first store on Via Mizner, Worth Ave in Palm Beach, Florida
In 1959, Lilly Pulitzer became president of her own company, Lilly Pulitzer, Inc. Her designs were very popular throughout the 60s until the 80s, and really took off when Jackie Kennedy wore them. The brand shut down in 1984, but was revived in 1993. Lilly herself passed away in 2013, but her legacy and prints live on. As evidenced by the social media campaigns, photo editorials, and blogger influences associated with the brand over recent years, it is clear that Lilly Pulitzer has regained its widespread popularity.
Although Lilly Pulitzer isn’t as big in California as it is in the Carolinas, the Hamptons, or Palm Beach, everyone will have a chance to add some Lilly to their closets with the upcoming Lilly Pulitzer for Target collaboration debuting this Sunday, April 19th. The prices are as fabulous as the collection itself, and we will definitely be trying to score as much of it as we can.
Whether you’re new to Lilly or looking to add to your collection, know that you can’t go wrong with any of the items, as seen in the lookbook here. And remember, “Anything is possible with sunshine and a little pink.” (Seriously, how can you not love a brand that promotes this kind of positivity and enthusiasm?)
*You can read more about Lilly Pulitzer’s story on the site here.