From rebranding milestones to sustainable swimwear innovation, Lydia Lawrence is making waves with Lawrence, the Label.
Since taking over the business in 2023, Lydia has infused her personal touch into every aspect of the brand, crafting timeless, versatile swimwear that’s as stylish as it is eco-conscious. We caught up with Lydia to chat about her journey so far, the inspiration behind her rebrand, and how she’s bringing her bold vision to life—one meticulously designed piece at a time.
Hey Lydia! How’s Business?
Business is going great! It’s Lawrence, the label’s debut summer, and first time being available in a retail space. This season has come with lots of learnings so far which has helped shape my vision for 2025. It’s been really valuable seeing how customers interact with our swimwear in person, where they’re able to feel the fabric, fall in love and try pieces on!
Thinking back to your very first months in business, how does the Lawrence, the Label of 2025 resemble the business you took over in 2023?
Looking at Lawrence, the label today, from the outside, the business visually appears very different to the brand I took over. However ultimately, its roots are in the same place as they have always been. Natalia and I discovered that our values strongly aligned which was essential for the transition into the brand that it is today. Maintaining relationships with our atelier in Brazil, the design and manufacturing process and holding sustainability in the centre of everything we do are still vital elements of how I run the business.
Your rebrand in September 2024 marked a significant moment for the business. Can you share what inspired you to transition from Aurai to Lawrence, the Label and how the name reflects your personal journey and vision for the brand?
September was such an exciting month! A rebrand had been something I had thought about since first taking over the brand in 2023, however it only felt right to see a season through and learn the ropes before settling on a new identity. My Initial collection, although definitely more Lawrence in style, played it safe whilst I was getting used to the ins and outs of business. The rebrand came from a sense of wanting to make something feel wholly mine, something I could become obsessed with (which is completely necessary when you need to devote every spare minute to nurturing a small business!) The name itself came easily to me, I knew it needed to be something close to home, to feel like an extension of myself.
Lawrence holds great sentimental value, a family name of sorts. It took courage to become a Lawrence myself, deciding on new beginnings when I was 18 and creating my own last name. I chose the name as my own because I felt that it was Bold, Classic, Timeless, Strong and Elegant. It seemed only natural for Lawrence, the label to become the direction of the brand. Now that I have a new married name, it also honours who I had become and allows the name to live on in something close to heart.
Sustainability is a cornerstone of your brand. Can you tell us more about the process of sourcing biodegradable yarn and working with a family-owned atelier in Brazil?
This was the major draw card for me when taking over the brand. I was so amazed at the fabrication, it is the most buttery soft yet firmest swimwear I’d ever felt. The revolutionary yarn that we use is one of a kind for swimwear in New Zealand, this felt like such a strong point of difference to lead with for Lawrence, the label.
I’m fortunate that Aurai’s owner, Natalia connected me with the Atelier that I use today, she herself had grown up in Brazil and formed the connection with someone she had studied with. Amni Soul Eco® is the world’s first biodegradable polyamide, a yarn with an improved formulation that accelerates biodegradation in an oxygen-free environment, common in most landfills. Traditionally, a polyamide fibre takes decades to disintegrate. In tests, this yarn biodegraded by 50% in just over one year. This fabric has been developed and manufactured in Brazil using reclaimed water, is free of toxic chemicals and is OEKO-TEX certified. I personally wouldn’t feel comfortable producing something that could be harmful to our environment, and feel proud to be able to offer a biodegradable swimwear alternative to those who feel the same.
While our swimwear is being worn and washed, any microplastics that are released from the yarn are able to decompose 20x faster in a marine environment compared to other synthetic fibres and our eco-friendly fabric is eliminated from the planet in about 5 years, as opposed to decades.
Your swimwear is described as striking a balance between alluring and refined. How do you approach designing pieces that are both timeless and functional?
Holding comfort at the front of my mind when creating ensures a functional design, I strongly believe that you feel your most confident or sexy in something that you are comfortable in. I’m always taking notes from a favourite item of clothing or underwear, analysing what makes them so wearable and carrying designs into my swimwear. I’m pedantic about the fits and feel of clothes, leaving me often thinking about what is missing from existing pieces in my wardrobe, things that don’t fit quite right, need an extra detail here or there or a seam being moved a couple of centimeters. Considering these factors when designing helps me achieve a collection that ticks all of the boxes.
My own personal style has often been described as timeless. I’m a complete minimalist and nothing brings me more joy than a hardworking capsule wardrobe, one perfect white t shirt as opposed to 5 unsure, imperfect fits is the only way to go in my eyes, investing in quality over quantity. Combining my personal taste with this is what guides each collection. I don’t want my customers to buy Lawrence, the label in excess, they shouldn’t need to.
How do you approach and manage failures and mistakes within Lawrence, the Label? Does a specific slip-up turned triumph come to mind?
One thing that quickly became a reality is that there are many many learnings in business. Each season I try to look at all of my ‘mistakes’ as learning points, and I like to think that they are things that I had to go through, to be able to grow and figure out a different way for next time. The biggest resistance I’ve had with both collections has been to do with things that are out of my control. Missing shoots or launch deadlines whilst being at the mercy of customs never gets easier, but each time everything has come together in the end, in its own way, to create something special and unique which I wouldn’t change for anything. No matter how far away you book your shoot from your stock arriving, the stock will somehow find a way to arrive the day before the shoot, so, learning to let go of things out of my control, and having a back up plan along with a few meditation sessions definitely helps.
Lawrence, the Label pieces are designed for versatility, from swimming to styling them with other wardrobe staples. Do you have any personal styling tips or favourite ways to wear your designs?
I still wear Emerge SS23’s One Shoulder Top to pilates most weeks, our fabric is quick drying, antibacterial and odour minimising and I personally find it much less restrictive than a sports bra! The Form One Piece from HS24 in Black Bouclé has been on high rotation this summer, perfectly paired with shorts for the day and ready for a swim at any point. I’m also loving wearing the Slim Balconette Bra in Stone underneath an undone shirt for an effortlessly relaxed but elevated summer look.
Who’s one celeb or influencer you would love to see sporting Lawrence, the Label and why?
To be completely honest, nothing makes me happier than seeing real people wearing Lawrence, the label. Hearing feedback such as ‘This is the best fitting bikini I’ve ever owned’ will far surpass the feeling of seeing my swimwear on a celebrity, besides I’m terrible with names and don’t tend to keep up with the celeb world! In an age where things seem to need to go viral to be successful, I want to create a brand built on trust and quality, to last beyond the flash in the pan.
Who is a business figure you’d love a power lunch with and what would you grill them about?
I’m so inspired by Sarah Lindsay, the founder of SALA. I’m in awe of how she handles the perfect juggle of motherhood and running a business whilst being able to show up as someone who can create such an inspiring, positive energy filled space for others. Her passion correlates so strongly in every aspect of the space. It is my dream to be able to create such emotion through designs that not only reflect yourself but have relevance for others too.
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