Employing an unusual but oddly successful formula, Californian e-boutique Lisa Says Gah stocks distinctive women’s fashion the owner believes would cause a discerning shopper to exclaim “Gah” in excitement.
Launched three years ago, the shop evolved from a blog written by founder and CEO Lisa Bühler, previously a buyer for LA-based retailer Nasty Gal. The blog is still accessible on the site; a highlight is the Film Friday: Shop the Film series, suggesting outfit combinations that channel cult classics such as Two for the Road and Les Rendez-vous d’Anna.
Stocking only a handful of items from each of the labels it carries, the shop cultivates a timeless, classic aesthetic – so much so that many pieces have a vintage feel despite being by contemporary designers. The roster of labels includes the likes of Maryam Nassir Zadeh, Rachel Comey, Mara Hoffman, Ganni and Cult Gaia – like-minded independent designers who share Bühler’s passion for clothing made in a sustainable way using high-quality materials. Of note at the moment are Mara Hoffman’s high-waisted, cropped red Nellie trousers ($350), a striped Susan skirt ($315) and canary-yellow Isa tank ($215).
Striking accessories include a selection of handmade Cult Gaia bamboo bags, such as the Lilleth ($198), which folds flat, and boldly coloured but classically styled shoes from Maryam Nassir Zadeh: crocodile-embossed red leather Agnes boots ($581) and baby-blue faux-ostrich Isa pumps ($421).
The e-boutique also has its own in-house brand, launched last summer. The standout is the chic cotton Dree neck-tie top ($78) in red, rust and dusty coral, which goes wonderfully with everything from wide-leg trousers to midi skirts.