In Conversation with Liya Kebede
Introducing LIYA KEBEDE a Mum, super model and activist, serving as a Goodwill Ambassador for maternal, newborn & child health for the World Health Organization is an honour. While this journal is about living inspired through stories of game changers, LIYA has bee there, leading for many years.
Liya is the first sustainable fashion brand I worked with when launching my online shop in 2009 in Japan. I remember how hard it was to find environmentally friendly and fair trade kids fashion at the time. So when I came across Liya’s beautiful brand LEMLEM I was over the moon. Not only does LEMLEM tick all the above boxes, but the company also gives back through their foundation. A full circle remarkable label led by a remarkable woman.
LIYA KEBEDE is well-known for her astounding beauty. A super model for years, she has worked wtih the tip magazines and fashion brands all over the world. Born in Addis Ababa, Ethiopia, Liya moved to Paris at the age of 18 to begin er modeling debut for brands such as Ralph Lauren, BCBG Max Azria. Tom Ford, Louis Vuitton, Emanuel Ungaro, Yves Saint-Laurent among a few. LIYA was also the first ever black model to represent the cosmetic company Estee Lauder.
Liya Kebede in lemlem High Summer 2019
Q: LIYA, YOUR COMPANY MAKES MORE THAN CLOTHES. YOU MAKE COLLECTIONS THAT ARE ENTIRELY HANDMADE FOLLOWING THE TRADITIONAL ART OF ETHIOPIAN WEAVING. LEMLEM USES LOCAL COTTON YARNS IN ETHIOPIA AND MOST OF ITS IMPORTING YARN COMES FROM ORGANIC COTTON AND ON TOP OF THIS YOU CREATE JOBS, SUPPORT THE MAINTENANCE OF THE LOCAL CRAFTSMANSHIP AND GIVE BACK TO THE COMMUNITY THROUGH CHARITY FROM THE PROFIT OF YOUR BRAND.
APART FROM HAVING A VERY BIG HEART AND A STRONG BUSINESS SENSE, WHAT ARE THE THINGS THAT MAKE YOU GO THE EXTRA MILE?
A: I think when there is a bigger purpose to doing something will always make me go the extra mile. I love each aspect of my work from the design to the business but the social impact definitely keeps my energy going. For me it’s a dream to be able to bring fashion and philanthropy together in this way to have a long-lasting impact for artisans in Africa.
Q:WHY DID YOU CREATE LEMLEM?
I was trying to create a solution to a problem I saw in my hometown of Addis Ababa. Traditional weavers were losing work as the trend toward fast fashion hit Ethiopia. Creating lemlem was my way of helping preserve their livelihoods by bringing this beautiful art of weaving to the global market.
“I love the idea of finding something that is different, that has a story and mission.”
— LIYA KEBEDE
Q:YOUR DESIGNS ARE TIMELESS. I REMEMBER FAILING IN LOVE WITH ONE OF YOUR DRESSES YEARS AGO WHICH MADE ME CREATE A LITTLE MUM SECTION ON MY KIDS E-SHOP, AND OF COURSE I BOUGHT MYSELF ONE WHICH I KEPT FOR YEARS! WHAT IS THE MESSAGE YOU WANT TO SHARE WHEN LOOKING AT TODAYS CONSUMERISM THROUGH YOUR COLLECTIONS?
A: Thank you so much for sharing this story with me. I am always so moved to hear women telling me how much they love their lemlem pieces and how they keep wearing them for a long time. You know what originally started as a mission to give these weavers a market has evolved into so much more. I hope I can influence the way the fashion industry perceives Africa. It’s often seen as a destination for low cost manufacturing but through lemlem I’m showing how it is an incredible source of highly skilled artisans and ateliers that can create for the luxury market.
Q:YOU ARE WAY AHEAD OF THE TIME OF THE ETHICAL FASHION TREND. NOWADAYS CONSUMERS ARE MORE AWARE OF THE NEEDS TO SUPPORT LOCAL, TO REDUCE PESTICIDES, TO CONSUME MINDFULLY TO AVOID ENVIRONMENTAL DISASTERS. WHAT IS YOUR GUT FEELING FOR HOW THE FASHION INDUSTRY WILL LOOK IN THE NEXT 5-10 YEARS?
A: I think the fashion industry is going to look drastically different than how we know it now. Fashion has always been about pushing boundaries – and I think it can be a force for greater sustainability, driving new ideas and innovations.. How it will look like in 10 years from now is very difficult to predict as I feel like everything is changing at a much faster speed than ever. It feels like it is going more and more away from one type of traditional business model and going into a very individualized system that will work for each company.
Q:WHAT’S YOUR BIGGEST CONCERN RIGHT NOW? ENVIRONMENT, WELLBEING, SOCIAL…?
A: I think of these goals as interlinked - and each form part of our sustainability strategy at lemlem. The social impact is the primary reason I began lemlem - the idea of empowering people, creating jobs, so we can break the cycle of poverty and help families thrive. Of course, we are also concerned about our environmental footprint and the materials and processes we use. For example, we are thrilled to be launching lemlem’s first swim line this year and we’ve chosen swim fabrics known for long-lasting wear and circularity.
Q:AS YOU KNOW ABI’S JOURNAL IS INSPIRED BY MODERN WOMEN ENTREPRENEURS AND FOCUSES ON WELLBEING. CARING FOR MIND, BODY AND SOUL AS HUMAN BEINGS FOR A STRONGER SENSE OF CARE. YOU MUST HEAR THIS ALL THE TIME BUT “YOU HAVEN’T AGED”. LUCKY GENES AND A SWEET SOUL, WHAT DO YOU DO TO KEEP THE LOOK? CAN YOU SHARE ANY BEAUTY ROUTINE, FOOD, EXERCISE, TRAVEL…?
A: My mother always reminded me that less is more and that’s how I approach my beauty routine. I think for your skin staying hydrated is very important and I am obsessed with keeping my hair hydrated as well, L’oreal Envive total repair helps. I also try to get enough sleep when I can and l eat organic as much as possible. Meditation and exercise are important to me too. I keep motivated by trying new things. Recently I’m enjoying taking Afrobeat classes.
FINISH THE SENTENCES:
Q:MY MOST EXCITING COLLABORATION WAS…
A: I always enjoy collaborating with different brands and designers but I must say our collaboration with Valentino’s Pierpaolo Piccioli and Moncler earlier this year was incredible!
Q: I NEVER TRAVEL WITHOUT...
A: a good book. And for my next trip I’m excited to wear a cozy wrap from our new travel collection made in collaboration with Woolmark.
Q:MY FAVOURITE SEASON IS...
A: Spring. I love it when everything starts to bloom. The name lemlem means to bloom in Amharic.
Q: I START MY DAY WITH...
A: 20 minutes of meditation is my ideal start of the day!
Lemlem have just made it a lot easier for orders from Europe to be shipped our of their new warehouse in the Netherlands as of summer 2019.
cover photo: Liya Kebede by Drew Vickers