Over the past 18 months, as many fashion retailers have struggled, Lisa Says Gah’s offerings have hit a nerve. EmiliaPetrarca reports on how the store became a pandemic success story
Photo-Illustration: by Preeti Kinha; Photos: Courtesy of Lisa Says Gah, Getty Images Gah! It’s one of the first things to come out of our mouths, and maybe the last if you slip on a banana peel. It’s the sound of surprise; of dumb glee; of overwhelming, brain-scrambling stimulation. It’s what you say when you turn a corner and gah! Look at that adorable little dog in a bow tie. Or when you find $20 in your jacket pocket.
From left: The Series “Granny Tank.” Photo: Courtesy of Lisa Says GahHouse of Sunny “Old Town Handkerchief” top. Photo: Courtesy of Lisa Says Gah From top: The Series “Granny Tank.” Photo: Courtesy of Lisa Says GahHouse of Sunny “Old Town Handkerchief” top. Photo: Courtesy of Lisa Says Gah “Old-world charm meets of-the-moment-ness” is how Bühler herself describes the look.
“I saw on Twitter that [my Holiday the Label checkered jeans] were called ‘Art Hoe Basic’ and then they started being called ‘The Jeans,’ and I was just like, Oh my gosh, I’m so basic,” writer Yaminah Mayo, who has collaborated with Lisa Says Gah in the past, told the Cut. “But they’re fun!” she continued with a laugh. “They add flair. And if you wear them with an expensive shoe or something, it works.
“I feel like the reason Lisa Says Gah is having a moment right now is that we actually weren’t ready for it in the beginning,” said Alyssa Coscarelli, a writer, influencer, and consultant who has been a fan of the store since its early days. On the day we spoke, she had just posted her first promotional Instagram for the brand on her personal account.
From left: Paloma Wool checkerboard set. Photo: Courtesy of Lisa Says GahPaloma Wool “Yin Yang” heels. Photo: Courtesy of Lisa Says Gah From top: Paloma Wool checkerboard set. Photo: Courtesy of Lisa Says GahPaloma Wool “Yin Yang” heels. Photo: Courtesy of Lisa Says Gah “Whenever we have a Paloma Wool drop, it’s like a frenzy,” said Bühler. The Spanish brand’s “Yin Yang” heels, for example, sold 200-plus units on the day they dropped last year, and they continue to be Lisa Says Gah’s No.
Either way, the era of less is more might be coming to an end. “The Lisa Says Gah woman feels like the Rookie-magazine teen all grown up,” said Sarah Isenberg, a 22-year-old communications assistant at the Whitney Museum who dresses like a walking picnic . “It’s the logical, hip young-adult style born out of an era when girls were encouraged to dress cool and weird and wacky and not care what other people thought.
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