A big believer in John Ehrenfeld’s quote “in order to do something big, start small and start where it counts”, Linda Vydra has certainly gone about doing so with her fashion accessories label Lydra.
Not one to follow the crowd, Lydra is an innovative brand born out of a need for greater individuality in a world of increasing mass production and disregard for nature. The labels ethical range of women’s accessories aims to offer a timeless look transferred from day to night, all the while maintaining that luxurious feel thanks to the exquisite fabrics used. Bags are crafted from vintage and recycled materials so that each owner can be guaranteed that their bag wont be seen on the girl next to them.
“It all began when I found a beautiful piece of fabric that I didn’t want to throw away so I made it into a purse, put it up on Facebook and had great interest from friends. The business basically grew from there through word of mouth,” says Linda.
What then transpired thanks to some handy craftsmanship, a dose of individuality and a dalliance with social media, soon became a business. Having completed a course in Applied Fashion Design and Technology at RMIT Melbourne, Linda combined her first name, surname and love of lyrebirds and what resulted was the brand Lydra. “We used a lyrebird as part of the logo to represent animals that are becoming extinct and to create awareness of the need to minimise our materials and resources to preserve our planet.”
Each bag is individually crafted, as vintage supplies and materials are limited, with Linda hoping to not only better accessorise women (consciously steering us away from designer mass production) but also to create awareness about the relevance of sustainable living. In doing so, the label has become the first handbag label in Australia to become ethically accredited, something that Linda values as incredibly important, “too often these days we don’t know who or where our products are made.”
The new range, Secret Garden, is a collection of one-of-a-kind clutches and bags each displaying elements of an ethereal look, contrasted by a more structured timber clutch feature or a leather strap. The signature piece is the Timber clutch, made from Australian Timber and carefully chosen pieces of vintage fabric that ensure it will be a statement piece for any outfit.
So whilst the brand began with a simple bespoke clutch purse, the collections have now grown into larger clutches, travel wallets, metal framed clutches, coin purses and this season’s “refashioned millinery.” From her humble beginnings – launching accidentally on Facebook – this designer is now blossoming into a budding entrepreneur who has the male market next in her sights. Also in the near future is a range of accessories for laptops and iPhones – for what better way to counteract the damage done by these products to the environment, than to fashionably encase them in environmentally sustainability?
In an industry that encourages ambiguity regarding the conditions under which products are manufactured, Lydra is a breath of fresh air and a socially conscious brand, which will leave you feeling fashionable about your purchase, not guilty.
To find out more about Lydra, or view her collection, please visit her website.
