Name to Know: We Are Leone

Not only do I love sharing women’s stories on TFI, I enjoy discovering and being introduced to new brands. We Are Leone was launched four years ago by sisters Tallulah (the green) and Ruby (the stripes) Rufus Isaacs, two global nomads who grew up between LA, Rome, Paris and Africa. It is logical the design focus of two women who are constantly on the go would be a transitional piece that you can layer, dress up and down, that still packs a punch and you can roll up in your carryon. Hence We are Leone is, at its most basic, a line of coverups—but basic is not how I would describe a black and bronze silk maxi cardigan/dress/coverup with an obi style sash or a gold sequin knee-length jacket. What started as a whim has blossomed into a business with stores like Barneys and Net-a-Porter paying attention. These young women are going places (bad pun, couldn’t help it).

 
What is the premise of We Are Leone? It’s inspired by the robe and easy living. We are Leone is the ultimate wardrobe staple to take from beach to city, day to night.

What inspires your designs? What inspires you personally? Our travels around the world and living between Europe and California. We pay attention to the smallest things that spark our curiosity–from a small tile in a fountain in Italy to a flower arrangement. We are constantly taking pictures of things we find beautiful and find a way to incorporate it into our designs. Personally we are inspired very much by each other, books, art, music–the way things make us feel.

Which pieces for fall are their favorites (knowing that you no doubt love them all)? Ruby: The two-toned bronzed and black with the velvet trim. So chic and subtle but such a wow piece. Tallulah: The Bronzed trench. You can wear it over everything, keep it on in the evening at a party or put a huge cashmere turtleneck sweater under it if its cold.

Three words that describe We Are Leone: Sexy, comfortable, striking.

Three words that describe you: We did it for each other. Ruby is graceful, funny, and inspiring. Tallulah is daring, a dreamer, and interesting.

What came easiest for you when you launched WAL? The interest people had in the brand—the organic growth.  The brand started as a hobby, we never considered ourselves designers and interest in us from people and stores is what made us grow.

Hardest part of starting out that no one warned you about? Not only do you have to be a designer but you have to take care of the smallest details in production, packing orders, customer service etc. We did everything, the two of us.

One of your attributes that helps you succeed: Our customers who come back season after season. We pride ourselves on our relationships with them.

Role model: Franca Sozzani and Peter Beard. 

Best career advice you received: Everything you put in you get out.

Your advice to someone starting out in your field: Make sure you design what you love but always keeping you customer in mind.

What motivates you? Each other and the excitement of the next season.

What’s next?  Just launching SS18 for wholesale and landing sores like Barneys and Net A Porter! Introducing dresses and fall collections.

Life goals: Independence, watching our brand blossom, helping animals, traveling the world and nurturing our friendships and relationships with those we love.

Daily goals: Being on top of everything that comes our way and making sure our ideas come to life.

Favorite inspirational/motivational read: It’s not a read but the Franca Sozzani documentary inspired us hugely. And daily texts from our mentor Moise Emiques who started Splendid 25 years ago and has been our guide.

Favorite sites/people you follow: Aureta, Maja WYH, Atticus Poetry.

Daily rituals: Large coffee in the morning, Walking our rescue puppy Orso and brainstorming, Reading magazines. Buying flowers (our place is overflowing with them!) Playing music in the evening to unwind.

How do you unplug: Cooking, candles, music, good company or a good book.

Hidden talent/hobby: Ruby: Cooking. (“She is the most insane chef,” says T.)  Tallulah: Working with animals.

Favorite charity: Mkomazi Game Reserve in Tanzania that protects elephants and rhinos—our godfathers.

Do you collect anything?  Jackets as inspiration.

Biggest splurge you don’t regret: Art from Peter Beard , Jesse Salto, an amazing LA based photographer, and local artists from finds on our travels.

 

Favorite small indulgence: Spicy margeritas at Petit Ermitage and our Music Nights.

Album currently on repeat: WET.

Scent that brings back memories: Gardenia.

Lucky charm: Our rings–Tallulah’s Jessica McCormack one, Ruby’s family diamonds.

Favorite hour of the day: 5pm because 5pm = spicy margherita o’clock!

Follow We Are Leone: Instagram.