Emma Fletcher is a New York based creative director starting in the fashion sphere. Fletcher moved from her native Australia in 1994 and launched her cult brand Lyell in 2003, opening a boutique on Elizabeth Street in New York’s NoLita neighborhood. At its inception, the shop contained, simply, a small rack of Fletcher’s made in New York black and ivory vintage-inspired pieces, as well one rack of 1930’s French vintage wear.
Fletcher’s unique, individually conceived pieces were widely adored and quickly grew into several collections. Outside the Lyell Boutique the line retailed at Department stores and small Boutiques internationally. In 2008, Fletcher was named an Ecco Domani Fashion Foundation Winner.
Fletcher later collaborated with Urban Outfitters doing a capsule collection for them. In 2010, Fletcher served as Creative Director at Tocca, rebranding the beauty brands ready to wear and showing in gallery spaces and runways for New York Fashion Week for 6 years.
In 2015, The Push Pose was born with Tamara Schlesinger —a collaborative project that sought to photograph women without strongly adhering to a particular concept. Fletcher transformed those images through painting, folding, and collaging. Several indie celebrities partook in the project, including Michelle Williams, Hailey Benton Gates, India Salvor Menuez, and Jemima Kirke. The Push Pose was a purely intuitive way of creating that inspired and informed Fletcher's relaunch of Lyell.
Today, Fletcher pushes Lyell forth with a new vision and fresh feel creating fun and simple shapes that blend fantasy with equal parts elegance, and youth. What results are distinct pieces that seesaw between practical and fantastical. One can anticipate a steady roll-out featuring one original new piece, in limited editions, on a continual feed.