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LENNI, the brand, originated from the success of Lenni Vintage, a project that offered one-of-a-kind pieces of denim that were handcrafted and refurbished, as well as a diverse selection of vintage clothing. The demand for these distinct and original collections grew rapidly, resulting in features in various Australian and international publications, the acquisition of over 200,000 online followers, and an opportunity to design a capsule collection for a major French chain store in Paris.

After conducting extensive research on fabrics, manufacturing, labor, and global fashion trends, Lenni established her own label in early 2013 and released her debut collection under the name 'LENNI'. The brand's collections feature versatile and wearable pieces for day and night, which embody the same free-spirited and stylishly curated design of her famous reworked vintage styles. They evoke the present-day yearning for the classic 70's aesthetic while maintaining an effortless, iconic, comfortable, sexy, and at times edgy vibe.