About Us

Our founder Liane Spencer-Garnham has worked in the fashion industry for over 20 years for both high end and high street brands as a womenswear designer, specialising in surface textiles, embellishment/print design and trend prediction. She became increasingly disillusioned by the constant churning out of newness at a scale the planet cannot keep up with.  Faced with the question: Can newness be sustainable?  We decided that the most effective way to achieve this was to make the offer small (one style at a time), make it well with organic natural fibres, make it timeless and season-less. This way we can avoid wastage and fully consider all aspects of the design, raw materials and people involved in the making, which will fully future proof the brand to fit into a circular fashion economy.

“We need to get to the point where producing less is viewed as doing more!”

Lorelei London was born.

For as long as I can remember fashion has always fascinated me. The clothes my mum made on my great grandmother's Singer sewing machine, some of which I still have or others I've seen in old photos. My auntie's love of making costumes and tiaras.  My Nanna Mary's wardrobe or in fact wardrobes; My Grampy would just make her another when one got too full, (this was quite a push in a terraced house in the Valleys.) Visiting her and seeing the new frock she'd had made, or hearing about the hats she used to decorate for “the girls” when she was a young woman.  As I got older, I would visit her with my new designs and quick as a flash she would be in her silk slip trying them on.  Memories of being tucked under my Nanna Blodwen's arm, while her knitting needles clicked up some gorgeous mohair creation.  It always amazed me how she could keep count while simultaneously acing countdown and giving me a cwtch, I recently wore one of her knitted cardigans that I treasure to her great grand daughter's 21st celebration, that connection to the past through clothing is very special to me.

“I've always been interested in how fashion can make you feel; I love the way people stand differently when they put something on that makes their heart sing, it can change a mood and project whatever image you wish to create on any given day, that’s a pretty powerful force.”