Lié Conversations / JULY 2025
In conversation with Felicity Brand
Meet Felicity Brand – Sydney-based and a friend of the brand since almost the very beginning. Formerly Head of Buying at one of our longtime stockists, Mode Sportif, Felicity is someone we always look to for inspiration. Her minimalist aesthetic and effortless cool are qualities we truly admire.
We caught up with her to talk about her recent move into brand consulting, her experience in the fashion industry, and her summer plans around Europe.
You recently started consulting - what has your journey looked like up until now, and how would you describe what you do today?
My journey began over a decade ago in London where I held senior buying roles at Harvey Nichols and Net-A-Porter. Over the years, I’ve built strong relationships with international brands and honed my ability to spot trends and identify commercial opportunities. As Head Buyer at Mode Sportif in Australia, I helped bring both established and emerging designers to the Australian market. Today, as a consultant, I draw on that experience to guide brands with strategic buying, market entry, and creative direction—combining commercial insight with a strong editorial eye and a deep understanding of the fashion landscape.
How do you define success - personally and professionally?
For me, success is about balance and longevity. Professionally, it means making a lasting impact—helping brands grow with purpose and staying ahead of the curve creatively and commercially. Personally, I live by the idea that health is wealth. Success means feeling energised, inspired, and aligned in both my work and life. When I’m thriving mentally, physically, and creatively, I know I’m on the right path.
How would you describe your aesthetic in three words?
Minimal chic but with a little edge.
Where do you usually turn for creative inspiration?
Honestly a true mix of travel, vintage, street style, art, music!
What’s your idea of the perfect summer holiday?
Ibiza is my happy place. I love the contrast it offers—the relaxed northern beaches, the island’s hippy roots, long lunches by the sea, and the occasional night of dancing. It’s such an energising and inspiring mix.
Do you have a go-to summer uniform or style formula when the weather warms up?
My summer uniform stays pretty consistent—a good bikini, a crisp white shirt, relaxed summer tailoring, simple basics and a classic basket bag. I’ll throw on a pair of thongs or sandals, and finish the look with statement jewellery, accessories or sunglasses to add a touch of personality.
Is there a ritual or habit that keeps you grounded or creatively inspired?
Yes—movement, ideally daily and always in the morning. I really value that time alone; it clears my head and sets the tone for the day. It’s a non-negotiable for staying grounded and creatively energised.
A piece of advice that’s stayed with you through different seasons of life or work?
Less is more. It applies to style, communication, creative direction—almost everything for me.
What’s your relationship with jewelry - do you have an early memory or a special piece that’s stuck with you?
Jewellery has always been part of my world—my mother and grandmother owned a jewellery store, so I grew up surrounded by it. It taught me to appreciate craftsmanship, sentiment, and the emotional connection a piece can carry for someone from stories from my mothers customers. One of my most precious pieces is my engagement ring, which my mother helped my fiancé source—it's incredibly meaningful to me.
Is there something you’re currently excited about or looking forward to this season?
Yes—our wedding in September! It’s going to be such a special time introducing family and friends from both London & Sydney. I can’t wait to celebrate with all our favourite people.
To discover more of Felicity’s world, follow her on Instagram:
