Fade into Fabulous with Liz Casella

Behind our collaboration with print designer Liz Casella.

HOW DID YOU BECOME CONNECTED WITH BRAND ASSEMBLY?
I was connected with BA through a very old friend of mine from Australia. I had reached out to him for help with brand research and finding new clients, and he put me in touch with Hillary from BA. I was already familiar with Brand Assembly since the LA Show happens in the same building as my studio,The Cooper Design Space. From the get-go, Hillary and Tracey were incredibly warm and proactive in thinking about how we could combine our skills. The result -I’ve designed the partitions for the show, something I hope will be a real talking point among brands and a fun introduction to the world of print and the studio. A lot of our existing clients already exhibit at the show, so it’ll be great for them to see our work here too.

TELL US ABOUT THE ORIGINS OF YOUR STUDIO, WHAT INSPIRED YOU TO "TAKE THE LEAP!"

It all started over 20 years ago… I was young, ambitious, and had nothing to lose. I’d been working in fashion as an assistant designer, but my real strength was in print. I decided to start my own studio and went to business school for a year to make sure I had a solid plan and understood numbers. I then took a trip to London to sell some prints, managed to make a few sales, and came back to Australia saying, “We’ve been selling overseas!” That opened a lot of doors with bigger brands. From there, it was a whole lot of cold calling, emails, and reinvesting every dollar back into the business.

TAKE US THROUGH A DAY IN THE LIZ CASELLA STUDIO:

I’m a late starter and a total night owl. I usually get to the studio around 10 am and like to kick things off by checking out what our UK designers have been working on overnight. Our team is small but mighty. We are spread across the US, UK, and Australia, so someone’s always working. Then I usually debrief with our sales team and our studio manager here in LA. After that, it’s time to dive into editing — reviewing client feedback, making sure we’re nailing color stories and layouts, and just keeping everything tight. If I need a break from designing, I’ll hop online and start collecting inspiration for the next week's design briefs. We produce around 100 one-off designs a week, so it’s fast-paced and there’s never a dull moment. I also try to get out and see clients when I can, those face-to-face moments are so valuable and one of the most rewarding parts of the job.

FROM YOUR PERSPECTIVE, WHERE DO PRINTS SIT IN THE CURRENT FASHION LANDSCAPE- DO YOU SEE THEM POISED FOR A BIG COMEBACK? IF SO, WHY NOW?
Absolutely. We’re in such a tumultuous time socially and culturally, and I think that kind of unrest often sparks a craving for color and expression. People turn to visual creativity as a form of escapism and optimism. We’re already seeing a rise in maximalism with bold prints, vibrant palettes, it’s like people are saying goodbye to beige and craving joy. There is a lot of talk that print is making a comeback and is about to hit the mainstream in a bigger way but these shifts usually build slowly. It may take a few years to really hit but the appetite for individuality and self-expression is growing and print plays a huge part in that.

WHAT WAS THE PROCESS LIKE FOR DESIGNING THE FABRIC PANELS FOR THE BRAND ASSEMBLY SHOW?
The process was actually really straightforward, thanks to the BA team and clear direction. I wanted the artwork to feel light, fun, and flexible. Something that could complement the space without overwhelming it. We knew the panels needed to stand out while still allowing brands to maintain their own visual identity. Hillary, Tracey and I spoke about Brand Assembly’s ethos and aesthetic, and color was a big part of that. So, I created five ombré panels that form a full rainbow, but depending on how they’re arranged, you might see all pinks and oranges like a sunset, or just blues that feel like the sky. It was also important that the fabrics could be reused for future shows, so we made sure the design was versatile enough to be styled differently each time.

WHAT'S THE BIGGEST LESSON YOU'VE LEARNED IN THE EVOLUTION OF RUNNING YOUR COMPANY?
To laugh more, enjoy the good days and that we learn from our mistakes. I am also trying to take more time out, this makes me miss what I do and come back into the studio with more motivation and enthusiasm to create amazing artworks.

Come to the Brand Assembly NYC Show, September 12 - 15 to see these beautiful custom fabric panels on display! RSVP HERE