A New Chapter for Lilly Pulitzer: The Launch of Lilly’s Vintage Vault
Lilly Pulitzer is making a bold move into its past with the launch of the Lilly’s Vintage Vault, a new initiative that brings back some of the brand’s most iconic archival prints. This collection marks a significant step in the company’s effort to honor its heritage while also appealing to a modern audience.
The Vintage Vault project combines the original 1962 to 1985 print library, recently acquired from a private collection, with the brand’s full archive from 1994 onward. This unique blend allows Lilly Pulitzer to reconnect with its roots and introduce these timeless designs to a new generation of customers.
Michelle Kelly, CEO of Lilly Pulitzer, expressed excitement about the launch. “With the opening of the Vintage Vault, we’re reconnecting with some of the most iconic prints in our brand’s history,” she said. “We’re proud to honor our roots while inviting a new generation to fall in love with the timeless joy of our brand.”
The First Drop: Lilly’s Zoo
The Vintage Vault officially opens on August 21 with the first print drop, “Lilly’s Zoo.” Originally released in 1974, this print features vibrant blues and lively colors, reimagined across women’s fashion and the classic children’s shift dress. The five-piece collection includes:
- Little Lilly Classic Shift for girls at $58
- Marria Stretch Maxi Dress at $348
- Edita Shift Dress for women at $228
- Elsa Top at $188
- Dustin Midi Skirt at $188
These pieces are designed to appeal to both young and older customers, offering a mix of nostalgia and modern style.
Expanding the Legacy
As the Vintage Vault continues to unfold, the brand plans to keep reimagining its archive through limited-edition drops and collaborations. Mira Fain, chief creative officer, emphasized the importance of creativity and community. “Our brand has always thrived on creativity, color and community,” she said. “These heritage prints are a vibrant reminder of the originality and optimism that have defined Lilly for over 65 years.”
Kelly added that the print library from 1962 to 1985 is a true American treasure. “We are honored to reweave this vibrant history into the fabric of our brand’s heritage,” she said.
Modernizing the Past
The decision to bring back certain prints was based on their cultural significance and alignment with the brand’s identity. “The team gravitated to Lilly’s Zoo, which was iconic and playful,” Kelly explained. “It just felt like it was so true to our brand DNA.” The print has been refreshed with modern details, including a new gold lace that was not used in vintage versions.
Kelly noted that the brand is constantly looking for ways to modernize its heritage. “The Lilly Pulitzer brand has over 65 years of incredibly rich history and heritage, and our loyalists love the memories and nostalgia,” she said. “We are, of course, in fashion, and always looking to move forward and reinvent and reinterpret.”
Enhancing the Customer Experience
To help customers connect with the vintage prints, the brand has introduced special hang tags that provide additional information about each design. These tags include the year the print was originally released, giving customers a deeper understanding of the history behind the product. Kelly hopes these hang tags will become collectibles for loyal fans.
Prices for the Vintage Vault collection align with the brand’s regular line, ensuring that the collection feels special without being out of reach. “Our goal was for this to certainly feel special,” Kelly said. “The styles we chose probably skew a little bit more elevated.”
Looking Ahead
While the number of vintage fabrics featured each year is still under consideration, the brand is using different fabric mills than those used in the past. “We have a resilient and flexible supply chain,” Kelly said. “We’re an iconic American print house, and we’re grateful to work with some of the best fabric mills all over the world.”
The brand’s story is rooted in authenticity. Founded in Palm Beach, Florida, by socialite Lilly Pulitzer, the company began as a juice stand and evolved into a fashion icon known for its colorful, preppy designs.
Expanding Reach and Future Plans
The new vintage line will be available on lillypulitzer.com, at flagship locations, and select retail stores. Kelly expects strong demand for the collection. “We’re anticipating it will sell really quickly. That’s the goal,” she said.
She hopes the collection will attract both loyal fans and new customers. “New friends of the brand may take a second look,” Kelly said. “I think that the loyalists will love the memories and the newer customers will love the discovery.”
In recent months, the brand has seen positive growth, with sales up 10% to $64.7 million in the first quarter. Additional initiatives, such as a men’s collection, an anniversary collection, and the Reserve collection, have contributed to this success.
As Lilly Pulitzer continues to evolve, the Vintage Vault represents a meaningful step in preserving and celebrating its legacy.
