Chapter 3: LIAR LIAR LIAR

Chapter 3: LIAR LIAR LIAR

I want to preface this chapter by saying that although Aesthetic Laundry (AL) will now be a part of LIAR Brands, it is fundamentally (and most importantly) still the brand that I started from my bedroom. It hasn’t been bought. I still have full control of AL. Joss and I decide what we want to do, where we want to go and grow at the pace we wish. 

The collaboration with LIAR Brands is the coming together of shared passions and ethos, allowing AL to tap into resources that we wouldn’t have otherwise had. Meanwhile LIAR Brands gets our input and understanding of the workings of the fashion industry, alongside the principles we hold from running AL. 


Although AL will still be operating independently, I wanted to take this opportunity to introduce you to the other brands that sit within LIAR.

 

Light In A Room (LIAR) Brands 
LIAR signifies Light In A Room, symbolizing our belief that brands should shine with purpose. Just as a room feels different in the absence of light, our brands bring clarity to an industry often shrouded in darkness. 
 
The acronym LIAR is quite clearly the opposite of what we are trying to achieve. It acts as a daily reminder of our shared goal to be open and transparent through all we do.


Should any of these brands have taken your fancy, we will share details of them in due course so that you can check them out. But first and foremost we are here for AL….and the great news is AL is coming back.  And back with a bang! 


Chapter 4: Aesthetic Laundry 2024.... Coming soon

 

Written by Heidi & co-edited by Joss

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