ASSOULINE Fashion | Lilly Pulitzer: 65th Anniversary Edition

The story of the Lilly Pulitzer brand is tied to that of its inimitable founder and of the city of Palm Beach, Florida. Founded in the mid-1800s as the first resort town in the U.S. Palm Beach was where newlyweds Peter and Lilly Pulitzer settled in the early 1950s to live year-round—an unusual decision at the time, but one that fit with Lilly’s bohemian personality and rule-breaking spirit. The instantly recognizable Lilly Pulitzer brand, now synonymous with resort wear, was created in the late 1950s, when Lilly worked at a stand selling juice from her husband’s orange groves. While Lilly loved the job, it was messy, so she had her dressmaker create brightly printed, comfortable shift dresses that would mask the fruit stains, a stark contrast in both color and shape to the form-fitting styles of the decade. With this design, Lilly unknowingly invented American resort wear. Soon, women of every age wanted the Lilly dress, and it began selling more than the juice. The trend grew during the vibrant, irreverent 1960s, when Jackie Kennedy began wearing Pulitzer’s creations, and thanks to color TV, the world was exploding with vivid hues in perfect parallel with Lilly’s designs. The Lilly became the symbol of cool, chic beach glamour at all the jet set’s favorite spots, as photographed by the legendary Slim Aarons.

This year, the Lilly Pulitzer brand celebrates its sixty-fifth anniversary, with designs as timeless as ever, based on custom hand-painted watercolors featuring flamingos, sea turtles, shells, monkeys and countless other beach- and jungle-inspired patterns sure to delight every generation. Each Lilly store is unique, with carefully curated decor that gives it a distinct personality. Lilly Pulitzer is the story of an iconic brand that has come to define the fashion world’s resort season. For any activity under the sun, life is simply better in Lilly. This edition has been updated with imagery from the new collection and recent collaborations, and wrapped in the anniversary toile print.