The Founder
Santa Robbins
"I've always been fascinated by fashion. Since studying Fashion PR, I wasn't sure what my niche would be as I love fashion journalism, photography, social media... essentially all things fashion. I wanted to create a world, since I hadn't found a brand that had everything yet. No brand felt like a community that was based in London, produced ethically, with sustainable materials yet was fun and creative. Thus, the idea of Santa Lily came about. I want all of you to feel as though we're friends. We're each other's family. I want you to be inspired and confident when you wear our pieces, like you're apart of something special, because you're special. Self-expression and uniqueness is our core- my name is Santa, it's what i live by!"
My Story
Growing up, I was fascinated by any movie that was surrounded by fashion. I’d have to say the first one that I couldnt stop watching was Barbie: A Fashion Fairytale. Paris, pink and poodles; every girls dream. I also loved those apps where you could change the outfits of your characters and save up your coins for better pieces. I think this was when my family and I, instantly knew I was going to be obsessed with clothes. It wasn’t easy having my mother as my mother though, as she herself was a fashion icon to me. She knew everything from skincare to boots and I loved it, and still do. However, unfortunately we are not the same shoe size (fortunately for her). I’ve had my vogue subscription for 6 years now. It comes in the mail in its tight white envelope stamped ‘Conde Nast’ and I never fail to get excited each month. I will need a massive bookshelf in my future home to accomodate them all. It will be my most prized possession (leaving out the ones from 2020 that I ripped pages out of to create mood boards, when we were all bored in lockdown, as those ones are absolutely ruined now, regretedly.) I flew past GCSE and A level without a scoobie on what I wanted to study at university, just that I wanted to do something fashion related. Now, I am at London College of Fashion studying Fashion PR and Communications and have realised that PR is something I definitley do not want to do! But nevertheless I am so very grateful that I am able to study this course and gain all of this knowledge from such great lectures and mentors. Without my university and this course, I don’t think I would have thought of the idea for this brand as much as I would like to say I would have. And, with PR, which is a massive sector in fashion business, whether it is in-house or an agency- every fashion brand needs it. And, luckily, I can incorporate what I take away with me from this course into the company.
About us
​​Santa Lily is a London-based fashion brand shaped by individuality. Instead of committing to one aesthetic, we design with real people in mind. People who love timeless pieces but still reach for something bold, who mix street elements with something refined, andwho treat getting dressed as a way to show different sides of themselves every day.
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Every piece is something personal to me. I’ve always imagined clothes as characters - with their own mood, story, and energy. Every collection comes with a short written piece capturing the spark behind it: the moment, the feeling, the observation, or even the cultural shift that helped shaped the designs. I want the clothes to feel like they have a heartbeat, not just a hemline. And, that once you receive them, it's like a gift from a friend or a parent, not buying from a company.
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Our clothing is to fit you, not in the other way around. To make this possible I created 0.5 sizing. Small, clever adjustments that allow clothes to sit right on a wider range of bodies. Inclusivity isn’t an afterthought; it’s built directly into the structure of the clothes.
Find what fit you want on our sizings page!
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Sustainability is another core part of our DNA. I’ve always loved thrifting, charity shopping, and the feeling of finding a piece that feels truly unique; I wanted the brand to honour that mindset. We focus on small-batch production in East London to keep our environmental promise. We spend months considering the best quality materials, have very limited stock, and produce clothes you've asked for.
Contact
I'm always looking for new and exciting opportunities. Let's connect.
123-456-7890