Lola Varma is an unconventional bridal label, designed by Courtney Illifield. As probably the only male to have ever written copy for a bridal brand, I worked closely with the designer to establish a verbal identity that articulated the founding philosophy and engaged the type of woman the brand aimed to serve.

  • Napkin strategy
  • Website copy
  • The modern, the individual, the understated, the fashionable
  • Literary
  • Simple
  • Design

Brand story

"LOLA VARMA is minimal bridal wear designed by Courtney Illfield. As a fashion and wedding photographer first, Courtney found that many women didn’t connect with the common sweep of garments, the traditional details, the dated silhouettes.

For these individuals—edgy, unbound by convention—she designed a collection of unconventional bridal wear.

Marrying high fashion and everyday apparel, the separates and gowns aim to mirror the air of our era, the desires of the modern woman. Minimal and elegant, the garments honour a subtle beauty. The ivory shades of a sun-stroked plain, the sheer drapes that ripple with a warm draft, the contours of a woman’s form.

The garments encourage a woman to uncover who she is, instead of cover. Easy going and quietly confident, the Lola Varma woman is grounded in the essentials, not caught up in the immaterial. With an effortless presense she embraces her womanhood. She makes the dress her own."

Showroom Page

"Like the garments, the Lola Varma showroom in Perth is personal and relaxed. From go to whoa, we help you find a garment that has the right silhouette, textiles and palette for you—without the pomp or hassle.

We also have stockists and pop-ups peppered around Australia, New Zealand, Europe and North America. Lola Varma is not, however, limited to brick and mortar. We offer the same friendly, thorough service online for those who can’t reach a store."
Brew Copy, a storytelling studio that helps you build your brand—with words. Contact me at Stay in touch on Instagram. Or on Linkedin.