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Today, we’re talking about one of my all-time favorite brands: Lisa Says Gah! With a tendency to embrace the bold and iconic, the brand embodies creativity and freedom in fashion while engaging with ethical, anti-fast fashion practices. In 2014, Lisa Bühler set out to create an “anti-shop kind of shop”—one that shirked overconsumption and mass produced fashion, embraced individuality, and held space community and diversity.

Stocking a mix of original designs and carefully selected pieces from brands that align with their own beliefs and practices, Lisa Says Gah has a clear and cohesive aesthetic. From bow-adorned knits to printed trousers, the brand manages to combine sweet details, unique silhouettes, striking colors, and interesting prints, turning them into pieces and outfits that feel cool and effortlessly stylish.

Every piece they sell feels totally deliberate, without falling completely into one single vein of style. You might find a boxy graphic tee next to a drop waist, ultra-girly midi skirt. A multi-colored puffer jacket beside a simple linen pant. But no matter how different the pieces, they all feel like they work. And that’s one of the things I love the most about Lisa Says Gah—the brand has managed to capture something completely one of a kind. What they call Gah!: “the opposite of ugh…an unbridled out-bursting of surprise or delight.” The gah is clear in every carefully curated item in their collection.

I adore Lisa Says Gah’s ability to balance trends with their specific aesthetic. The way they use bows is a prime example. Bows threaten to over-saturate the fast fashion market, but true to Lisa Says Gah’s quirky and original design style, they manage to make the trend feel honest and fresh.

Like with this simple and well-constructed cardigan, the classic silhouette features bows in the details along the collar and buttons. The neutral tones make the piece versatile and timeless—easy to style, and the piece doesn’t feel the type of thing you can only wear once or twice. The bow details along the sides of the Evelyn Tie Pant feel totally original. The small cut outs between the bows balance edge and femininity in a cool, comfy pant.

Another thing you’ll find plenty of on Lisa Says Gah’s website: prints. Traditional styles like fitted tees and classic mini skirts in bold animal prints. Asymmetrical tops in a modern argyle print. Cool pants in bold, colorful pinstripes. They do a beautiful job of making classic prints feel new and interesting, and more daring prints feel easy to wear through more traditional silhouettes. They manage to strike a balance that makes all of their pieces feel cool and eclectic but never difficult to style or eccentric.

Along with their casual, everyday pieces, Lisa Says Gah also a gorgeous collection of occasion-wear. Bubble-hem mini dresses, metallic night-out dresses, fantastical tulle dresses. Like with the dresses featured in their latest “Dessert Table” collection, the brand captures a feeling of fun and whimsy in all of their pieces. From layered ruffles to delightful prints and bright metallics, the dresses feel totally special—centerpieces for outfits that you’ll never forget.

I think for me, that’s what lies at the core of my love for Lisa Says Gah. The pieces they create and the collections they curate feel unforgettable. I love when a brand feels completely at home in their identity—when you can see exactly who they are across everything they do. Lisa Say Gah does that, and when you add one of their pieces to your wardrobe, you just know that you’re adding something special that’s been designed with attention and care.