LB: I studied abroad in Florence, and then kind of lived there on and off for a few years. LB: I know! I got used to it when I lived there and now it's so special to me. MT: The unsalted bread is so classic Tuscany. For food, I would say juicy tomatoes, buffalo mozzarella, fresh basil, and unsalted bread are on the table-lots of small dishes coming and going. I would probably be wanting to meet with someone new, not really knowing anything about the person, but having similar experiences. I think I'm wearing some sort of fruit food print, probably in a breezy linen fabric. We're probably going to have to be in Italy, maybe Tuscany. LISA BÜHLER: It's definitely warm outside, but comfortable. MADISON TRAPKIN: Can you describe your ideal lunch date? Where are you going? What are you eating and what are you wearing?

This interview has been edited and condensed for clarity. With a name like theirs, defined on the brand’s website as an “unbridled outbursting of surprise and delight,” I couldn’t wait to sit down with Lisa to get the scoop on snack-filled designs, sustainability in fashion (and food), and the things that make her say, “GAH!” Founded in 2014 by Lisa Bühler, what was once a small e-commerce destination for decidedly anti-fast fashion, independent designers, and community has evolved into a brick-and-mortar boasting, in-house design-making, and overall joy-inducing operation. I was them, they were me.įast-forward a few decades to me finding that same feeling while scrolling through the fanciful-patterned pages of the Lisa Says Gah site, only this time I didn’t need my mom’s approval to make a purchase. Clearly she didn’t understand that those neon animal prints and psychedelic rainbow swirls spoke to me on a cellular level. Naturally, my mom refused to buy it for me and I was devastated. I remember the first time I really saw myself in a brand-it was the late 90s, I was in 3rd grade (maybe 4th), and I absolutely needed the Lisa Frank trapper keeper that was so hot in the halls of my elementary school that year. Food52 earns an affiliate commission on qualifying purchases of the products we link to. It’s kind of like the KonMari method,” she adds, referring to the much-buzzed-about organizational strategy that calls for tossing items you don’t feel emotionally connected to.This post contains products independently chosen (and loved) by our editors and writers. “There has to be that gotta-have-it feeling.

“People always ask me what ‘Gah’ means, and I usually say it’s that reaction to something you really love, but you can’t put your finger on why,” Williams says. Maryam Nassir Zadeh’s pieces, for example, are so special, but they’re timeless, too, and you feel really great about buying them.” That pared-back approach will no doubt resonate with fashion folk who are craving simple, easy clothes that still feel cool. “I’m really proud to wear clothes that are a little more thoughtful, and building an outfit with fewer items that you truly love. There’s no purpose or meaning behind it,” she explains. “After seeing the fast-fashion side, where there are 100 new arrivals a week and $18 sweaters, it just feels so disposable. That doesn’t quite translate to minimalism, but it’s not too far off.

You could call the Lisa Says Gah vibe artsy or eclectic, but to Williams, it’s more about the “less is more” philosophy. We’re just sharing what’s exciting us right now-it’s not about laying out some digital strategy or overthinking it.” A lot of retailers don’t share those behind-the-scenes moments, but it has helped us engage with people so well and grow the site really quickly. I think before you go to anyone’s website, you’re going to look at their Instagram first. “A lot of people tell me they found us through Instagram,” Williams tells. Even before you’ve made it to the site, you know the LSG girl-what she likes to wear, where she travels, who inspires her. Her Instagram page is a steady stream of new arrivals like Martiniano glove shoes, Ryan Roche sweaters, and Maryam Nassir Zadeh T-shirts, but there are also retro film stills, charming interiors, modern art, and behind-the-scenes shots from LSG photo shoots. The smartest brands are using that to their advantage, brands like Lisa Says Gah, the online shop launched earlier this year by former Nasty Gal buyer Lisa Williams. Whether you’re passing the time on your morning commute or double-tapping your favorite model’s page, Instagram has become one of the best tools for discovery. Have you ever found yourself freshly addicted to an Instagram account, only to realize you have no idea how you got there? Me too.

Lisa says gah