Wild West | Behind the print

Wild West | Behind the print

Step behind the scenes and explore the creative journey that led to our latest sensation – the Wild West print. In this exclusive blog post, we delve into the artistic mind of Alex, a designer whose passion and talent have taken centre stage at our beloved HQ and a country girl at heart.

With just a year of design experience under her belt, Alex has not only shattered expectations but has also introduced a fresh and vibrant perspective to our collections.

Join us as we uncover the inspiration, challenges, and triumphs that brought this fun and funky print to life, capturing the hearts of Taylor Swift fans, country enthusiasts, and all our fashion lovers.


The Wild West print is a departure from the usual style seen at The Lullaby Club. What inspired you to take this bold and eclectic direction?

I chose this bold direction because of my passion for everything country and western. I knew I would be taking a substantial risk however, I hoped our customers would share the same love for all things country. This Wild West print serves as a means to lead our customers on an exciting journey, exposing them to themes and aesthetics we haven't explored previously. All while maintaining the high quality and inclusivity they expect from The Lullaby Club. Although I've kept the collection relatively small this time, the response has been overwhelmingly positive, hinting at the possibility of introducing more styles in the future. I cannot wait for the launch on Wednesday!

Can you share a bit about your creative process in bringing the Wild West print to life? Were there any challenges or exciting breakthrough moments during the design phase?

I began experimenting with various Western elements on our new iPad, drawing inspiration from my love for the country. At first, it was just a creative hobby, but as the elements started to come together, the idea of creating the print took shape. Selecting the right materials was essential to ensure the print's quality and comfort. I took into account factors like durability, breathability, and sustainability, staying true to our brand's dedication to eco-consciousness. The most significant challenge, I believe, was finding the ideal combination of colors to ensure our customers would adore it.

The Wild West print has garnered attention from our regular loyal customers, umma's of TLC, Taylor Swift fans and country enthusiasts alike. How does it feel to see your design resonate with such a diverse audience, and what do you think sets this print apart from the others?

As a designer, witnessing this positive response reaffirms the value of taking creative risks and exploring new themes. It's heartening to know that the Wild West print has found a special place in the hearts of our customers, each interpreting and embracing it in their unique way. I think what sets this print apart from other TLC prints is the fact that it goes beyond being just a visual design; it tells a story. Its ability to evoke a sense of nostalgia for country enthusiasts and resonate with the daily lives of so many people. The print becomes more than just a pattern—it becomes a part of a larger, relatable story.

Which piece is your favourite from this collection and why?

You really can’t go wrong with a lounge set. However, my favourite piece from the collection has to be the Alex Maxi Dress. It's not just because it shares my name, but because of its versatility. This dress is the ideal throw-on-and-go option, making it a must-have for any busy mom who wants to look put together even on those days when they're not quite feeling it.


As we conclude our exploration into the making of the Wild West print, it's evident that Alex's artistic skills and country roots have seamlessly merged to create a truly one-of-a-kind design.

We take pride in embracing new ideas and celebrating the unique stories behind our creations and cannot wait to curate many more collections alike.

Get ready to shop the Wild West collection, tomorrow, 10am AEST.

Love TLC x 


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