Photographer | Dan Gosse | MUA | Linda Thi | Model | Sarah Halloran | Jewellery | Tessarella House | Assistant Director | Emma Scott | Styling | Ruby Licciardi
LunarSand is one of Australia’s rising swimwear labels.
Born in 2015 the label was birthed from the concept of strength and energy drawn from the moon and the earth representing wholeness and a sense of magic.
Founder Ruby Licciardi says her label, “embraces the wild, creative, energetic effect the full moon has on her devoted LunarSand tribe of empowered goddesses”.
It is synonymous with swimwear ‘funk’. It is the epitome of fun. Summer playfulness and heat related sillyness.
A lover of the one-piece, Ruby is equally comfortable creating the sexy bikini in all manner of colourful prints, coupled with lacing detail, and paying homage to the ever lovable “Felix The Cat”.
If you haven’t yet discovered LunarSand, you are just in time for summer!
Here is her story.
Enjoy xx
Model | Creative Director | Eva Czarnocka
I love the night. It is quiet and mysterious. It feels like time stands still and you can just be amongst your thoughts.
Ruby Licciardi
LM
I absolutely LOVE your label LunarSand. Where did the origins of the name come from?
RL
Thank you so much! It’s always so nice to get positive feedback; it re-inspires and gives you that little boost you need. I played with names for months. I wanted something strong, which holds meaning and eludes to the origin of the product. I was helped along with glass or two of wine!
I love the effect of the full moon, people seem to be a little more wild, creative and energetic. I also feel a personal connection to the Lunar as many significant moments in our lives seem to be highlighted by a full moon. I met Asher (my husband) on a full moon, Atticus (our first son) was born on a full moon and funnily enough the very first LunarSand Look Book was shot on the week the stars and the moon were aligned.
LM
I believe you have a textiles background. Tell me more.
RL
Yes I do. I have always loved to create, draw, paint – I love working with my hands. I didn’t quite know which discipline I wanted to go into so studied a Bachelor of Design at COFA- the College of Fine Art. It was during my early study that I fell in love with textiles. I adore the tactile nature of textiles; I love that you can touch, feel and see the beauty of fabric. I majored in Textiles and Jewellery. I then went on to tutor third year at COFA and worked as a freelance textiles designer specialising in digital print. After the birth of my first son I moved into children’s wear and started the label Max Licciardi for ‘cheeky cherubs’. This was a lot of fun but wasn’t where my passion lies. I have also worked as a stylist for children’s wear and swimwear. Whilst I was freelancing, I always enjoyed designing prints for swimwear. My favourite process is engineering a design to sculpt perfectly around the contour of the female body. I like experimenting with symmetry and asymmetry to create balance in a piece. Designing prints and swimwear patterns is almost like creating a beautiful visual rhythm.
Photographer | Dan Gosse | Model | Bridget Rootsey | Styling | Ruby Licciardi |
LM
What inspires you first. The fabric, the design, or a concept?
RL
I think these three elements inspire me equally but not always in the same order. My process changes with each collection and each individual style. All three elements come together to dictate the overall finish of a style. My earlier collections were perhaps more inspired by print design and driven by concept, but I have recently fallen back in love with fabric, texture and accessories. I am currently working on a collection that pushes the boundaries a little more in terms of fabric choice for swimwear, which is both exciting and challenging.
LM
As a swimwear designer, what do you believe is the greatest challenge?
RL
An interesting question! For me the greatest challenge is using restraint and limiting my collections to a smaller number of styles. I feel that swimwear is very personal; each woman has her own preferred fit and style. I would like to be able to create something for everyone and would keep on designing and adding if I could, but budget and time restrictions make this impossible so I must stick to a deadline and target.
LM
What do you find is the most comfortable style for women, or does this vary?
RL
I have found that there is not one ‘particular’ comfortable style for women. It differs hugely; it is such a personal preference. What one woman feels amazing in another wouldn’t consider wearing and visa versa. I also think that the print and colourway of a style plays a big role in making a woman feel comfortable and fabulous in a particular design. All female figures are gorgeous and a woman that feels confident from within shines. I believe we need to stop worrying about what everyone around us thinks and dress the way we like to dress; you only live in this body once, so wear what makes you smile!
Photographer | Dan Gosse | MUA | Linda Thi | Model | Sarah Halloran | Jewellery | Tessarella House | Assistant Director | Emma Scott | Styling | Ruby Licciardi
LM
I am also a lover of the one-piece! It is comfortable, classy, and stays in place! What do you see as the benefits?
RL
YES – I am also completely in love with the one-piece and for all the same reasons! A well designed one-piece compliments the female frame beautifully, and you know I also feel that it can be incredibly sexy, in an understated, sophisticated way. A statement one-piece is also extremely versatile. You can team it with a pair of cut ofdenim shorts and kicks for a cute, grungy day of fun in the sun or a gorgeous pair of skinnies and heels for a night on the town.
LM
Are all of your swimsuits lined? How important do you believe this is in the comfort and longevity of the item?
RL
YES! All of our swimsuits are lined with beautiful milky silk lining. It is so important for comfort and longevity. Lining must be just as luxurious and soft as the outer shell fabric as this is what sits against the skin. It also gives a swimsuit that extra substance and prevents a see-through cossie – I think we have all experienced the dreaded moment on a crowded beach when you realize that your unlined swimsuit is see-through! Mine happened in the Christmas holidays at Avoca beach when I was thirteen! I still remember that lime green sparkly bikini, and its one and only outing – ha ha ha!
LM
How do you arrive at conceptual ideas for a swimwear range?
RL
I love to take inspiration from all sorts of sources: visual stimulation, feelings and moods, as well as philosophies, concepts and historical context. I often arrive at ideas after sessions of deep thought or sometimes a moment or a dream will spark something in my imagination. I then research this topic and develop it into a story. I also like to work backwards sometimes. When my mind is too busy and needs quietening, sometimes I like to just start drawing and let the motifs, shapes and colours take their own direction and then apply a concept once the design has come together. When I was freelancing, I would generate these ideas quite quickly as you have deadlines and sometimes client briefs. The process can take you a little longer when you are working on your own collection, as there is always that critical inner voice that makes you re-evaluate along the way. I ultimately like each style to tell its own story, but also sit within a conceptual and/or visual collection.
LM
How important is exposure on the runway for a swimwear designer?
RL
Exposure on the runway is extremely important for a swimwear designer. People need to see how swimwear fits the body when in motion. Swimwear is also sexy, exciting, exotic and reminds us of time spent playing and relaxing. The runway creates a feeling of excitement; it is a spectacle and stimulates the senses – this is how swimwear should be seen!
Model | Creative Director | Eva Czarnocka
LM
Have you accessed the overseas market yet?
RL
Yes. The LunarSand ‘Felix the Cat’ range was launched on the September 1 and is available internationally in the USA, Korea, Japan, Hong Kong and Singapore. I would love to start exploring the possibilities of introducing the LunarSand label as a whole to an international market.
LM
I absolutely LOVE your “Felix The Cat” range! Can we expect more gorgeous capsule collections from you?
RL
Thank you so much! The “Felix the Cat” range was an absolute treat to work on. I grew up loving Felix – such a groovy, iconic character. I was thrilled to be invited by DreamWorks to design this collection. Capsule collections and collaborations are my passion! This is what gets me excited – creative freedom, experimentation and a great team of people who inspire and support each other. I would ultimately love to create at least one capsule collection along with the core LunarSand styles each season.
LM
I noticed that you also create towels and sarongs in the same fabrics as your swimwear. Do you always create an entire story?
RL
I don’t always create an entire look – but this is something that I would like to move towards. I love seeing a complete look and story brought to life! I have also found that clients love having the option of working in extra accessories that compliment their chosen swimsuit. I am in the process of designing a fabulous wide leg pant for next season’s collection.
Photographer | Dan Gosse | Model | Bridget Rootsey | Styling | Ruby Licciardi |
LM
How difficult do you believe it is to be successful in the Australian fashion industry?
RL
Interesting question! I believe that you have to work really hard to be successful in the Australian Fashion Industry. You have to take rejections on the chin, but also be willing to seek and take advice. Fashion is subjective; what one person loves another dislikes, but I also think that it’s important to have the backing of the industry and really encourage each other to create great things.
LM
Amen!
LM
If you could change anything about our current industry what would it be?
RL
I think that the current Australian fashion industry is in a state of change – the world as a whole is in a state of flux. I believe we may be about to witness some big changes. It would be great for Australian designers to have the tools and means to secure more of the international market. And I am excited to see new innovation and a revitalized industry that gets behind its emerging designers and showcase them to the world.
LM
Have you felt supported by this industry, or to date, alone in your quest?
RL
LunarSand is still a relatively young label and these early years are the toughest to slog through. I have met some amazing people in this last year who have given me incredible opportunities and the support I need to keep going and creating. I think I still have a hard road ahead of me but am full of passion and drive. In order to grow and evolve as a label and designer you do need industry support and guidance and I would love to see more.
LM
Is consistent editorial coverage an important part of your development as a designer?
RL
Yes I do think that consistent and reliable editorial coverage is invaluable as part of a designer’s development. It allows you to build your label and present it to your clients, helping them to become familiar with the labels direction, aesthetic and vision.
Photographer | Dan Gosse | MUA | Linda Thi | Model | Sarah Halloran | Jewellery | Tessarella House | Assistant Director | Emma Scott | Styling | Ruby Licciardi
LM
How has your textile background helped you with LunarSand?
RL
It has helped enormously. A background in textiles has meant that I have been able to develop the skills to create both the print and pattern for each style in all the LunarSand collections. The dual experience of studying and working within the textiles and design industry has helped prepare me for this adventure. I have made many mistakes along the way but this allows me to adapt and correct quickly.
LM
Where can one buy your collections?
RL
Our whole collection is available online at LunarSand.
We are also stocked at SMFA Gallery | Knox St, Double Bay, Sydney and The Design Residency | Oxford St, Darlinghurst, Sydney.
The LunarSand ‘Felix the Cat’ collection is also available through The First Thread.
LM
The world needs more of LunarSand! Can we hope to see you at Mercedes Benz Fashion Week next year?
RL
Thank you! Yes, I would absolutely love to show at Mercedes Benz Fashion Week Australia. I am working on next years collection as we speak! We have something very special up our sleeves and MBFWA would be the perfect place to reveal our secret! A collaboration would be incredible; I think 2017 is our year!
LM
Totally!
LM
When you are shooting a new collection, what do you look for in terms of location?
RL
Researching and choosing a location for a shoot is one of my favorite parts of the process. I look for a number of things. Firstly the location must compliment and elevate the creative vision and feel of the collection. I look at the variety and angles that can be achieved – a really varied landscape that can be accessed and utilised without having to travel from one place to the other. I like to look at the big picture and think about capturing shots that take advantage of the stunning natural landscape and textures to create drama – cliffs, rock faces, breaking waves. I would love to push the boundaries further with future collections and start looking at interesting and quirky locations that tell fascinating stories. I have always loved the work of Patrick Russell and the scenes that he created in the 1970’s. He captured down to earth Australian women in casual locations, but added such an element of glamour. This juxtaposition of glamour and the casual Australian spirit creates excitement, intrigue and attitude.
LM
What Australian fashion designers and swimwear designers do you most admire? And, overseas?
RL
I admire so many! I would have to say Romance Was Born – I love what they do, such creativity and vision. Camilla, has such a stunning aesthetic. We Are Handsome. They have such a powerful and unique style and Valentino is to die for!
LM
What is your greatest dream?
RL
Oh my greatest dream – that is a hard one. I have lots of little dreams, which seem to be ever changing and evolving. But I guess my greatest dream is to be in a position where I can continue to create on a larger scale. I would also like to align this creative vision with making a small difference for better in the world. Travelling the world, meeting and working with inspiring people, growing as a designer and breathing in all that the universe has to offer.
Photographer | Dan Gosse | MUA | Linda Thi | Model | Sarah Halloran | Jewellery | Tessarella House | Assistant Director | Emma Scott | Styling | Ruby Licciardi
LM
As a mother, and a wife, how difficult has it been to maintain the success of your label?
RL
It can be challenging at times to say the least; we definitely need more hours in the day but like everyone, we have had to find a groove that works for us. My children are still quite young; Atticus is six and Phoenix has just turned four months so I am working interesting hours. I have always been a night owl, however the last couple of months have given this a whole new meaning. I am lucky in that I have a very supportive husband and family. It’s good fun, our kids are a big part of what I do; our house is a circus: kids toys, half finished artwork, swimwear, plants and mannequins everywhere – organised chaos!
LM
Where would you like to see yourself in five years from now?
RL
LunarSand … well established and loved in the Australian market place and making a big splash on the international scene. I would like to think that we will be working with an exceptional team of dynamic people. I would love to branch out into mens and childrens swimwear and work on pushing creative boundaries.
LM
Do you believe in the power of fashion collaborations?
RL
Absolutely! Artistic magic is achieved when a group of people come together and pool their individual strengths to work towards a common vision. It also gives you the chance to work on interesting projects that may be a little left of field. I’ll never forget Vogue, March 2014. This particular shoot featured Mia Wasikowska and was a collaboration between Jillian Davison, Australian artist Del Kathryn Barton, Emma Summerton and Alice Babidge; the outcome was spectacular, the images have a beautiful ethereal mood with a bold and dramatic undertone! It would be a dream to be involved in something like this.
Photographer | Dan Gosse | Model | Bridget Rootsey | Styling | Ruby Licciardi |
LM
When do you see yourself breaking into the international swimwear market?
RL
As mentioned above, the LunarSand ‘Felix the Cat’ range was launched on the first of September and is available internationally in the USA, Korea, Japan, Hong Kong and Singapore, which is fantastic, really exciting and a wonderful opportunity. I would love to start exploring the possibilities of introducing the LunarSand label as a whole to an international market in the next one or two years.
LM
Summer is upon us! What style do you believe is trending this year?
RL
Yes!!! It is finally here, those warm evenings and days full of sunshine do wonders for the soul. There are clear trends each year, but what I love about swimwear is that each designer/label stamps their own signature twist on a trend. I definitely like to be aware of trend and predictions, but I make an effort to ensure that they don’t confine me as this can take over your creative process. However I do believe that side cut-outs are absolutely trending. Thin, strappy ties/details are a favorite this year and the high cut bottom with cheekier coverage will be big.
Until next time,
Jade xx
Featured Image
Photographer | Dan Gosse | Model | Bridget Rootsey | Styling | Ruby Licciardi |
Shop LunarSand for Summer 2016!
LunarSand | The First Thread | The Design Residency | Style Me Fashion Agency | SMFA |
Contact LunaSand
Say Hello to Ruby!
Follow LunarSand
LunarSand Instagram | LunarSand Facebook |
Support Ruby’s Charity
Purchase the LunarSand ‘Sporty Swag” drawstring bag perfect for the beach or the gym. 100% of the proceeds go to BeyondBlue.
Shop Sporty Swag
Until next time,
Jade xx
