Leyla Piedayesh – Founder & Creative Director

KEYNOTE TALK
The influence of digital transformation on the creative process

FACTS
Lala Berlin has shaped the Berlin fashion scene not just locally but well beyond the city’s borders.

Lala Berlin has grown organically from a one-woman brand to a successful international fashion brand employing 45 people.

Leyla Piedayesh supports her local communities with a strong social commitment.

SHORT BIO
Born 1970 in Tehran, Iran, Leyla Piedayesh immigrated to Wiesbaden, Germany with her Family in 1979 during the Iranian revolution. After studying at the International Business School in Bad Homburg, Leyla Piedayesh became editor for RTL and was later involved in the conception of MTV’s fashion format Designerama.

In 2004, she founded Lala Berlin (Lala being her childhood nickname) and has created a brand with a distinctive voice: strong, empowered, urban, multifaceted.

Leyla Piedayesh lives in Berlin with her partner and daughter.

COMPANY PROFILE
For 15 years, Lala Berlin has shaped the Berlin fashion scene not only locally but well beyond the borders. Designer Leyla Piedayesh has created a brand that strongly stands for a uncompromised aestheticism, a strong identity and high quality standards.

Grown organically from a one-woman brand for hand-knitted accessories by founder Leyla Piedayesh herself, Lala Berlin has now grown into a successful and internationally recognized fashion brand occupying a 1200 sqm hub in Berlin Wedding, employing 45 people and delivering 6 collections per year to customers worldwide.

Leyla Piedayesh also supports her local communities with a strong social commitment – values of diversity, sustainability and heritage drive her every move as creative director and founder of Lala Berlin.

Digital transformation not only affects the way how clothes are produced and sold but also the way clothes are designed.