L'idée presents a unique vision of feminine dressing with architectural dresses that feature signature pleating and bold colours. The edgy designs are the brainchild of Ukrainian Julia Iedvdokymenko and Australian Breeana Smith who are both heavily influenced by the European style found in Berlin, Rome, and Paris. Their diverse backgrounds in the sciences, fashion, art, and brand management come together to shape the L'idée aesthetic that is imbued with strength, confidence, and femininity. L'idée designs were made to express the multiple layers and complexities of women today.
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