Darwin-based swimwear label Liandra is inspired by the rich culture of Indigenous Australia
IMAGE VIA @OFFICIAL_LIANDRA/INSTAGRAM
WORDS BY IZZY WIGHT
“We have so much love for our diverse country… we want people to feel that same affection when they wear our pieces.”
Liandra Gaykamangu started her eponymous swimwear label, Liandra, as an amalgamation of everything she loves – her “culture, country and people”. A Yolngu woman from East Arnhem Land, Liandra grew up surfing, swimming and fishing. “Starting a swimwear label felt authentic to who I was,” she says of the brand’s beginnings.
As an entirely self-taught designer, Liandra has experienced many “trial-and-error moments” bringing the vision for the label to life. Today, Liandra Swim crafts high-quality, relaxed resort pieces and reversible swimwear, made from regenerated plastics and recycled elastane.
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Each hand-drawn design tells a unique story, like this season’s River Run print – representing “the snaking of rivers as they stretch their arms deep through the Arnhem landscape and down into the desert”. Below, Liandra tells the story of the brand so far.
Tell us about you. What’s your fashion background?
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I think the first thing to know is I am 100 per cent self-taught – there have been many late nights watching YouTube videos and tutorials, many kilometres burnt pushing a pram and listening to business podcasts and many trial-and-error moments! I started the label five and a half years ago, after going on maternity leave with my son.
While I had this time with my family, I decided to create something that would be meaningful to me and impactful to the world. A little naive, I kind of just jumped straight into the deep end and started a label that quickly snowballed!
How did the label get started? Talk us through the process and the challenges.
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Liandra began as a passion project. I was really looking to create something that was an amalgamation of all the things I love – my culture, country and people! I have always loved the ocean. I grew up surfing and my family are from a small island off the coast of East Arnhem Land (Northern Territory), so starting a swimwear label felt authentic to who I was too. In regards to actually ‘getting started,’ I began in quite a traditional fashion way – hitting the market scene every weekend!
Our first summer was spent at markets from Kiama to Palm Beach each weekend. From there, I was able to build an eCommerce presence and social media following. What came next was investing in my entrepreneurial skills. As I entered my second year of business, I really invested in my business skills and networks.
How would you describe your label to someone who’s never seen it before?
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Liandra is the epitome of love for Australian culture, people and place. We are an eco-conscious label that cares about the continuity of our culture and environment. Our hand-drawn prints and timeless designs are meant to create opportunities for people to engage meaningfully with Indigenous Australia. We have so much love for our diverse country and our rich Indigenous culture, and we want people to feel that same affection when they wear our pieces.
What are you most proud of in your work on your label?
I am most proud of the social impact our brand creates… this is through how our label engages with the broader community, but we are also doing some amazing work in our remote Indigenous communities in East Arnhem Land (where I am from). That truly makes me so happy.
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Our brand was always created with the intention of doing good. The thought was we could be a vessel used to create opportunities for remote Indigenous creatives and models in East Arnhem Land to work in our industry and grow their networks and skills.
The most rewarding outcome of this work to date was seeing my niece walk for the Bottega Venetta show in Milan, where she became the first Indigenous model to walk at Milan Fashion Week.
What do you wish you knew when you started?
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I wish I knew how expensive having a fashion label was! I started a bit ignorant and naive and it probably wasn’t all bad to do that, but it has definitely led to some quick, hard and expensive lessons.
Who do you think is most exciting in Australian and New Zealand fashion right now?
I think we are seeing some really exciting labels emerging out of the Australian fashion scene at the moment… beautifully crafted labels from designers that are informed by their culture and personal experiences. This is obviously evident in the growth of the Indigenous fashion space, but I think it’s also exciting to see labels like Asiyam – I am such a fan of their vibrant pieces!
What about the Australian and New Zealand fashion industry needs to change?
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I think the industry here in Australia has been transitioning to a more diverse space; from models to designers. There has been a lot of discussion about inclusivity, which I think has been slowly snowballing over the past few years… I think sometimes we underestimate how incredibly diverse our country is.
I would love to see more professional development opportunities for the staff in organisations and brands across the industry, from media to department stores. For example, I’d like to see our media understand how to meaningfully work with and represent our country’s diverse faces and stories.
Dream Australian and New Zealand collaborators?
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I would love to collaborate with Lucy Folk. I love their brand – the jewellery is divine and the clothing is stunning!
Who is in your wardrobe right now?
I love op shopping and I have this really great op shop near my house where I find the best pieces.
How can we buy one of your pieces?
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You can shop all our pieces via our website and follow us on Instagram. We have also just opened pre-orders for our River Run collection, which we presented on the runway at Australian Fashion Week 2023, [and] which I am super excited about! This is the first time I have included resort wear in a collection and a direction I am very excited to be taking the brand into.
You can browse the Liandra Swim collection here.
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