Everything Kamilla Byriel creates must be “easy to wear and exude casual coolness” and since launching her label in 2007, her ethos has made its mark in Denmark and beyond. British Vogue wrote, “take a designer, a handful of nostalgia, a touch of raw detail, mix them with exquisite piece goods and then release Lollys Laundry” and that kind of sums it up. Byriel’s philosophy was always to create a brand where the quality and price were inextricably linked, enabling the wearer to dress the pieces up or down, depending on her mood. Today romantic damsel, tomorrow touch rock chick, Wednesday, film noir heroine. Beautifully made, the collection comprises simple staples, pretty mix and match prints and irresistible textures.