Bridal Label Lola Varma Brings Its Signature Contemporary Cool to Redfern

Lola Varma is a brand “for the woman who knows herself”. And founder Courtney Illfield is dedicated to creating an experience for brides-to-be that are seeking something different.

The Melbourne-based label’s first Sydney showroom softly launched to those in the know late last year. Now, Illfield is ready to welcome the wider community into the converted Redfern factory space. “We had been on the hunt for a shop and the right lease for so long,” she tells Broadsheet. “Being from Sydney, it’s a bit of a full-circle moment to finally have a space here.”

Illfield originally trained as a photographer, working adjacent to the wedding industry both in Australia and overseas. “I felt like there was a massive hole in the market. Nothing was really being done to fit a non-traditional approach to weddings – both the dresses themselves and also the process of buying the dress.” Almost 10 years ago, she sought to change that.

Lola Varma launched in 2016 and quickly struck a chord with women looking to leave traditions behind – lead time in particular is something that Lola Varma disrupts. “We can tailor the product for all sorts of brides, whether you’re shopping a year in advance or getting married in two or four weeks.”

Beady-eyed NSW-based brides might have noticed fittings available in Redfern from October 2024 – Illfield wanted to host clients who were travelling to Melbourne for their dress appointments as quickly as possible, even while the space was a work in progress.

This month, the Great Buckingham Street space is fully unveiled. “I wanted it to feel inviting and warm. Like you’ve walked into someone’s home, rather than a retail store. To give [brides] a unique experience that I felt Sydney wasn’t really engaging in.”

A rich colour palette and plenty of texture defines the intimate space. The walls feature work by Perth artist Jordy Hewitt, as well as a tapestry from local maker Rachel Rutt. There are custom side tables and plinths by Melbourne’s Lauren Lea Haynes Studio, vintage Savonarola armchairs and a 1970s sofa by De Pas, D’Urbino and Lomazzi for Dall’Oca. Soft lighting frames the space – west-facing windows bring romantic afternoon light in. Seasonal scents by Aesop and Tsu Lange Yor add a soothing touch.

“I wanted to bring a sense of calm to an experience that can be quite stressful. Nine out of 10 people that walk in here are nervous, so you want to do everything you can to ground them, to calm the nerves.”

All Lola Varma pieces are made-to-order in the brand’s Fitzroy atelier. Silk, wool and cotton dominate designs that fit a pared-back (but decidedly un-boring) aesthetic. “I think that when a dress isn’t overly embellished, and it sits quite minimal in that regard, it’s like a blank canvas. You can accessorise it however you want to.”

Illfield is personally obsessed with gloves. “I really try and encourage all brides that come in to think outside the box and create their own look – rather than feeling obliged to look like somebody else – and bring their own personal elements to the whole outfit.”

Private appointments are hosted with Illfield, all starting with a cup of tea and a chat. “We talk about expectations around their garment, but also how they want to feel on their wedding day.” Comfort is a common request. “A lot of women say ‘I just want to be comfortable’ or ‘I want to feel like myself. I don’t want to feel like somebody else’.” These candid conversations are an integral part of the designer’s process.

“I probably talk too much,” Illfield admits with a smirk. “But I absolutely love fittings. It’s really fun dressing [people] in lots of different silhouettes and making them feel really bloody great. Everyone comes in with very different ideas, very different objectives. Everything is considered – all elements and quirks.”

Lola Varma garments – gowns and separates – are offered in sizes 6 to 20, with samples available to suit a range of bodies. Everything is alterable and many pieces come in extra-short or extra-long length options. The brand also caters for bridesmaids and mothers of the bride, with custom colours for most designs.

Brides-to-be are often fed the idea they can alter their dress to wear again. Lola Varma pieces actually make that a reality. “The natural fibres dye really well. We have lots of pieces in black in the Melbourne studio to demonstrate that. I recently had a bride dye her dress green to wear again on her 30th birthday. She said it’s her favourite piece and I love that it gets to have a second life for her.”

Lola Varma
Studio 6, 53 Great Buckingham Street, Redfern
By appointment only.

lolavarma.com
@lola.varma