Lea Clothing Co, founded by Lavanya Aneja, is revolutionizing the Indian fashion industry by offering size-inclusive and body-positive clothing for women. Launched with the intention to build a sustainable fashion brand, Lea is quickly becoming synonymous with both stylish and socially conscious clothing, especially for women of all shapes and sizes. This young, vibrant brand is redefining how women in India can celebrate their bodies while embracing high-quality, timeless designs. In this interview with Fibre2Fashion, Aneja opens up about the inspiration behind Lea, challenges faced, and her brand’s vision for the future.

The Inspiration Behind Lea Clothing Co

When asked about the inspiration behind Lea, Lavanya Aneja reveals that it was a twofold motivation: creating a sustainable and affordable fashion brand for Indian consumers, and building a brand that caters to women of all shapes and sizes. Aneja believes that for too long, women in India have been pushed to conform to unrealistic beauty ideals. She wanted to create a brand that celebrates curves and promotes body positivity, rather than hiding perceived ‘flaws.’ This vision led to the birth of Lea, a purpose-driven brand designed to empower women to own and embrace their bodies, regardless of shape, size, or color.

What Does ‘Lea’ Mean?

The name ‘Lea’ has its roots in Latin, meaning ‘lioness.’ This symbolizes the strength, power, and fierceness of women who are not afraid to defy societal norms. Lea Clothing Co is built for women who are confident, bold, and unapologetically themselves.

Foundation of Lea and Initial Hiccups

Launched in January 2021 during the pandemic, Lea Clothing Co faced multiple challenges typical of a young clothing brand in a competitive market. India’s fashion market is saturated, and standing out required a unique value proposition. For Lea, the unique selling proposition (USP) was clear: body positivity, sustainability, and size inclusivity. However, launching a new brand during the pandemic meant grappling with logistical hurdles and the complexity of delivering on these ideals in an uncertain market.

Moreover, the lack of copyright protection in the fashion industry led to Lea’s designs being copied by other brands. Despite these challenges, Lea has continued to innovate and carve out a niche for itself by remaining focused on its mission to make fashion more inclusive.

Where Are the Products Manufactured?

Lea’s products are manufactured in Noida (NCR) in collaboration with a family-run garment export unit. With over 25 years of experience in the garment export industry, Aneja has maintained strict quality standards and precision in production. The brand has grown from a small team of 5-7 members to over 30 employees in just two years, highlighting Lea’s rapid growth and success.

Best Performing Categories

When people think of Lea, they often think of their iconic corsets. Lea introduced corset-style clothing to the Indian market long before international brands like Zara and H&M. Known for their impeccable fit, double lining, and upcycled fabrics, Lea’s corsets have become one of their best-performing product categories. The brand is also gaining popularity for its ‘birthday dresses’ like the Pixie Puff Corset Dress and Tatiana Ruched Mesh Corset Dress.

Price Points in Ethnic and Western Wear

Lea Clothing Co’s price points are on the higher end, as they focus on premium products for their customers. Their core price range for western wear typically falls between ₹2,990 to ₹5,990, making it accessible for many while maintaining high-quality standards. On the ethnic wear front, the brand’s sub-label Saanjh by Lea offers premium, made-to-order hand-embroidered garments with prices ranging between ₹11,990 to ₹24,990.

Trends in Ethnic and Western Wear

The latest trends in Indian ethnic wear include corset-style blouses, saree gowns, and pre-stitched sarees. Lea’s Saanjh by Lea collection, which introduced corset-style blouses, was one of the early adopters of this trend, making the Leila Hand-Embroidered Corset Blouse a cult favorite.

In the western wear segment, corset styles, size-inclusive clothing, and lingerie-inspired designs have emerged as popular trends. Lea’s continued exploration of these trends is helping define its brand identity in the fashion market.

Major Markets and Future Plans

Lea’s biggest markets in India are Maharashtra (with a significant presence in Mumbai), Delhi/NCR, Bengaluru, and Hyderabad. Moving forward, the brand plans to expand its reach into the retail sector in 2023 with both Lea and Saanjh collections, making its stylish pieces accessible to a wider audience.

Aneja is also focused on launching Lea’s lingerie vertical, which will offer a size-inclusive range with the brand’s signature fit and quality. Her vision is to make Lea a household name both in India and internationally, continuing to challenge the fashion industry with inclusivity at its core.

Conclusion

Lea Clothing Co, under the leadership of Lavanya Aneja, has quickly become a trailblazer in the fashion industry. The brand’s commitment to body positivity, sustainability, and size inclusivity is setting new standards in the market. With plans for expansion into retail and the launch of a new lingerie line, Lea is poised for further growth. The journey of Lea is a testament to how a brand, driven by purpose and authenticity, can disrupt the fashion industry while making a lasting impact on its customers.