Lina Pliūraitė

Founder, marketing manager at LeMuse (fashion)

Photo creadit: Tomas Adomavičius


We once met a monk who insisted that it was what’s on the outside that counts, as it was of no use to be good only on the inside. The sign hanging outside LeMuse beckons you to enter, and, having done so, you might be surprised by what you learn about yourself. We left a little more self-realized, for are you not your own best Muse? Lina Pliuraitė thinks that clothing reveals who a person believes themselves to be, and took the afternoon to explain her reasoning to us:

What’s the philosophy behind your company?

LeMuse is a brand concerned with real beauty, the beauty that’s inside. LeMuse clothing covers your body and gives you a unique shape every time you move. As the shapes change, creating different silhouettes, they express the unique charisma of the person within.

The graceful fluidity of our pieces gives you freedom; you don’t have to think about body image or imperfections. Instead of being self-conscious, you have the freedom to care more for other people.

Tell us about your past. How did you end up in this line of work?

I worked at an advertising agency for many years, but eventually some colleagues and I decided to start this project. Although it didn’t go well right away, I managed to figure out what I really like to do: design clothes! I experimented designing for a few models and was successful, so I decided to keep going, and the LeMuse brand was born. Now our team is comprised of 5 people.

How do you know what will be in style?

Honestly, I think our clients trust us because it is against our philosophy to blindly follow trends in fashion. Instead, our mission is to create unique clothing for our charismatic clients. Each has a strong personality and sense of style, so it’s interesting to know them, to work with them. What our clients want is very important, and as we know most of them, we try to offer designs that suit them best. They can order items from our online store or can request custom-made designs to meet any personal requirements.

What key elements make up Le Muse?

The people who work at LeMuse are crucial to its success. Each of us is skilled in a different area such as finance, design and marketing. We’re happy with our clients, too! All of them are such charming, charismatic people, and we can learn a lot from them. They are our true inspiration.

What makes you passionate about your work?

For me, it’s very important that a client’s inner character match her outer look. Only then can a personal style be consistent and honest. This means that I really have to get to know each person, because it’s the only way I can successfully design a product that matches their personality.

Obviously, as our clients grow and change, their style evolves as well, so it’s fun to create new designs for these ever-changing people.

What’s your advice to those who want to start their own businesses?

The main piece of advice would be to work in a field in which you are talented. Do something that you like, that you would do even if you weren’t getting paid.

Also, let yourself be a little naive! Take your idea and run with it! If you plan too much, your plans will hinder rather than help, and you’ll always find a reason not to start.

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