As we all know, women are many things, beautifully wrapped into one — strong, beautiful, powerful, and above all, busy. We as women, whether balancing fast-paced careers or growing families, are naturally inclined to reach for classic and comfortable pieces of clothing that will carry us through our hectic schedules with poise and grace. This high-end accessibility is what essential, yet elevated apparel company — Billie the Label — was founded on; a minimalistic approach to dressing that embraces the powerhouse in every woman. Simple, elegant, and strong, the label is making a name for itself as an alternative to fast fashion that is growing at a rapid rate.

Enter Billie the Label’s founder, Justine Liu. Liu grew up in Rochester, Minnesota, and attended MIT as biology and pre-med student. Naturally, assuming that her career would be in medicine, but after moving to New York and following her interest in fashion, Billie the Label was born. Succumbed to the struggle of finding clothes that fit the “new her” after she became a mom, Liu wanted to design a line of clothing for women that evoked feelings of femininity, confidence, and overall put-together. Liu wanted women to reach for staple pieces that aligned with their ways of life, herself included, describing her consumer as, “the modern-day woman who’s equal parts badass, feminine, and confident;” striving to produce pieces that reflect just that.

When Liu launched Billie the Label last fall, the now-designer spent a lot of time determining who the “Billie the Label” woman would be. After long consideration, “The Billie the Label woman embodies a lot of the qualities I admire in the women in my life,” shares Liu. “The Billie the Label woman is unapologetic about who she is; she’s naturally confident and the only person she seeks validation from is herself. She’s always making moves, whether she’s literally on the go or in the context of her career, which is why I wanted to create a wardrobe that could keep up with her and her style.” And of course, this strong and savvy woman is also smart about her spending. Intentional to keep every woman in mind while designing her label, Liu opts for the price points of Billie the Label to be accessible to all consumers, while still striving to keep the quality of notable caliber. “Most women appreciate timeless, well-made pieces that you continually reach for,” shares the working mom, further proving that you do not have to spend a fortune to achieve that.

As our society has become more and more dependent on “fast fashion,” Liu finds the beauty in classic and timeless pieces that last a lifetime. Encouraging a simplistic method of styling provides an alternative to the fast fashion way of life, helping to pave the way for the modern working woman craving a high-quality garment at a reasonable price. “Invest in pieces you think you’ll love for a long time and can imagine wearing differently across seasons. If you think you’re wearing too many accessories, you probably are. And make sure you have well-fitting closet staples — a great pair of jeans, a white t-shirt, a tailored blazer, and things of that nature.” When trying to find your sense of style, the designer urges you to “think about your confidence in every outfit you put together.” This kind of confidence can be seen in the label’s classic and best-selling pieces, like the Diana Blazer — a classic vintage blazer that fits seamlessly into dozens of ensembles in a woman’s day. Liu says she loves wearing hers with “jeans, a vintage tee, and Chanel flats.”

Pivoting our conversation to the online persona of the label, let’s talk about content creation. One scroll through Billie the Label’s Instagram page and you see a neutral-toned and clean aesthetic that is accessible to any viewer. It is organic, natural, and chic. Every image looks fresh and professional, but not in an over-the-top and glamorized way. You can tell that Liu puts intentional thought into her content and into who is interacting with it. For her, it is “less about minimalism and more about not buying into the fast fashion idea of keeping things for a short period of time.” This message can be seen in her simple yet beautiful online portfolio, which entices viewers to appreciate the classic pieces that the women are wearing in their everyday lives. The models on the page look approachable, kind, and relatable, and their posing reflects the natural day-to-day routine of the modern woman. The designer often looks “to work with women who inspire on and offset. The brand is elevated yet accessible, and I want every aspect of the shoot to communicate that to the audience.” Liu only releases content that is honest, organic, and inspired by real life. Her main muses and inspirations fall to the likes of Bill Cunningham, Daniel Lee (Bottega Veneta), Unconditional Magazine, the 90’s era of Prada and Jil Sander, to name a few.

With so much focus on the “Billie the Label Woman,” it goes without saying that the main message Liu wants to convey with her clothes is the strength and power that women hold and inspiring confidence in that. A first-generation daughter of Taiwanese immigrants, Liu has a strong passion for diversity in the fashion industry, but also in life in general. She wants “young girls and women to be able to see themselves in the female leaders they admire, and to know that running a company or having a position of power is within their reach.” The adversity Liu faced growing up, paired with a lack of representation in the beauty industry, made her feel like she did not belong in the world of fashion. Breaking her barriers, Liu utilizes her pivotal role today in the industry and believes that “having diverse role models is as equally important as having equal representation in the media.”

And what is Liu doing to make sure that her brand inspires confidence in the women it designs for? She is a constant nurturer to her team, making sure the strong women who work for and with her have what they need to succeed. Liu also hosts a once a month series titled #BillieWomen, which highlights the strength and inspirational power of women in the community. As if that was not enough, the label recently donated several gently used sample items from their in-house inventory to the LA Violence Intervention Program, which helps victims of family violence and sexual assault. The designer says she’s “excited to continue to support this program to help women move forward and feel empowered during such a difficult time in their life.”

Before we say our goodbye’s I first wanted to touch on this abnormal time for not only the fashion industry but for the world. It is common knowledge that COVID-19 has had a major effect on artists. Liu is currently sheltering at home with her husband and toddler son, and says that “it’s been a challenge to run things full time on top of being a full-time parent.” Finding her days to be more drawn out, Liu is often tempted to spend an inordinate amount of time working from the moment she wakes up to the moment she goes to sleep. Without her regular “get ready for work and commute” routine, Liu says that nothing is preventing her from answering emails the moment she wakes up. In combat, Liu is implementing new ways to keep her mental health a priority, like putting her phone away an hour before bed, and is overall simply thankful for the “health of [her] family.” As the pandemic starts to settle, Liu is looking forward to simply reassessing what the new normal is and how to adapt her business to survive in the new world.