Lisa is saying Gah! and sipping a tiny martini
"Your style gets better as you get older because you stop buying for fantasy and start buying for yourself."
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Lisa Bühler is the founder and visionary behind Lisa Says Gah, the joyful, color-forward fashion brand that is equal parts SoCal nostalgia and modern whimsy. You’ve probably already seen a friend (or five) in her iconic Alex tee—if you don’t own it yourself—or come across LSG looks on Ariana Grande, Bowen Yang, or me, in line for coffee at Maru and dripping in late July sweat but still chic af thanks to her.
If there were a patron saint of Tomato Girl Summer™, it would be Lisa. This week, I got to catch up with her.
Lisa Says Gah! is eleven years old. Does she feel like a pre-teen? How are you continuing to evolve the brand and what are you most excited about for this next decade?
Ha! She definitely has a little pre-teen energy. Some days she’s confident, some days she’s questioning everything, and she’s constantly evolving. (*Ed. note: Relatable.)
I think we’re entering a chapter where we really know who we are. Instead of chasing what’s next, we’re trusting our instincts more. I’m excited to take bigger creative risks, lean into what makes Lisa Says Gah unique, and keep building an independent brand in an industry that’s constantly changing. Surviving—and growing—for eleven years as an independent company feels worth celebrating, and it gives me confidence for what’s ahead.
As I properly enter my 30s–I’m 33, still counts–I’m definitely leaning into the “capsule wardrobe” aesthetic a bit and trying to be more intentional about what I buy, but I love the way your clothes defy the standard ideas of what that can mean. Getting dressed should be fun and is an artistic choice! Pattern mixing is legal now! God bless.
First of all, congratulations. I loved turning 30, and I’ve loved my 40s even more.
I actually think your style gets better as you get older because you stop buying for fantasy and start buying for yourself. The pieces you fall in love with now tend to stick around because there’s an emotional connection, not just a trend. I still wear dresses and vintage finds I’ve owned for years, mixing them with whatever I’m excited about now. That’s my version of a capsule wardrobe: fewer pieces, but every one has a story.
You recently launched your Euro Breakfast and Golden Hour collections. If you could use three words to describe what you’re working on next, they would be:
Emotional. Warm. Whimsical.
You’re a California girl but spent your summer on the east coast this year. Does that inspire a different sort of aesthetic?
We spent a couple of weeks in New England with friends, bouncing between a tiny Massachusetts town that felt straight out of Gilmore Girls and a farm in Vermont. I learned Vermont literally means “green mountain” in French, which tracks because I don’t think I’ve ever seen so much green in my life. The fact that they don’t even water their lawns felt completely foreign coming from Southern California.
East Coast summers have this nostalgic Americana feeling. Everyone seems to savor those few warm months because they know winter is coming. I love traveling because it gets me out of my routine. That’s where I find inspiration: when the schedule disappears, the obligations quiet down, and I’m simply paying attention. A lot of Lisa Says Gah begins with that feeling.
What does it mean to you to say “gah!” and how did that branding come to you?
I’m naturally a little more reserved, but I genuinely get excited and say “Gah!” when I stumble across something I love, whether it’s a vintage dress, a beautiful hotel, an amazing meal, or someone with incredible personal style.
I started Lisa Says Gah as a creative blog to collect all of those moments. It became my Instagram handle, and eventually the business. The name has always been less about fashion and more about curiosity and delight. I hope people leave our stores or put on one of our pieces and have that same little “Gah!” moment.
LSG can be found throughout a closet these days, in shoes, swimsuits, jewelry, hats, and bags, too. What’s the next item you’d love to introduce into the rotation?
Home. I think getting dressed and creating a home are really similar. They're both ways of expressing yourself. I'd love to do more ceramics, table linens, lamps, blankets...maybe one day even furniture. Basically, I'd love for someone to be able to have a very Lisa Says Gah dinner party.
It seems pretty clear to me that inclusivity is very important to you. Everything comes in sizes XS to 3XL, with models in all shapes and sizes. When you’re designing new clothes, to what extent are you thinking about how it will look on every body?
It's something we think about from the very beginning. The goal isn't for everyone to look the same in a piece, it's for everyone to make it their own.
As an Alex, I do have to ask about the beloved Alex tee—and all your product names! Where do they come from?
Love that! Almost all of our names come from people in our lives. Friends, family, teammates, collaborators, sometimes even customers. It makes the collection feel more personal and gives every piece a little story.
In May, you shared that LSG would become more transparent about how you produce and source your clothes as a brand that is neither fast fashion nor luxury, but somewhere in between. What can you tell us about that period of reflection and what you’ve learned?
Running an independent fashion brand is full of trade-offs. We’re designing original collections in relatively small quantities, producing some products in Los Angeles and others with overseas partners, all while trying to make clothes people can actually afford and keep for years.
That experience reminded me that customers don’t expect perfection—they appreciate honesty. We’ve become much more intentional about sharing where products are made, why they’re made there, and the realities of building an independent brand. Transparency isn’t about having all the answers. It’s about inviting people into the conversation.
Who are some of the other artists—of any medium!—that are exciting you these days?
I'm forever inspired by Nancy Meyers' worlds. I love the warmth and humor in Maira Kalman's work. I've been collecting Rachel Saunders ceramics. Lately I've also been loving anything that feels a little nostalgic or handmade. Honestly, some of my biggest inspiration comes from people who aren't necessarily famous, like vintage dealers, florists, chefs, ceramicists, or someone with an incredible garden.
You’ve done brekky at Wilde’s (LA) and Early to Rise (SF), pieces with Seen Library, Madewell, and Tyler McGillivary, and countless in-store pop ups with other brands. What’s the dream Lisa Says Gah! collab–or the next one, anyway?
The dream collaborations are always the ones that feel a little unexpected. I'd also love to design a boutique hotel one day or wine/coffee bar or some other community space to gather. That sounds pretty fun.
As a proper native, I would love to hear your perfect LA day:
We’re renting a cool vintage car because, well, we’re driving. Start on the Eastside with a Courage Bagels breakfast and coffee from Canyon Coffee. Go vintage shopping at Ending Soon World, then stop by our Echo Park store (and maybe squeeze in a Pilates class next door at LA Springs!) Head west for an overly fancy lunch in Beverly Hills, or if there’s time, picnic lunch at the Getty and soak up a little art.
After that, it’s toes in the sand at the beach, in Malibu for dinner on the patio at longtime favorite Taverna Tony. Finish with a sunset drive back east with the perfect playlist, a tiny martini at Capri Club, and home early enough to read a few chapters before bed. That’s a pretty perfect LA day.
I live very close to your beautiful, bespoke LA store, and now you’ve got another in SF. Can any other cities get excited to say Gah! anytime soon?
I think New York has earned it. We have such a strong customer community there, and it feels like the natural next chapter. No promises just yet, but it's definitely the city we daydream about most.
Previously on Hot Tip:
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omg!!!!! this was so cool, and such a fun read! I'd love a New York store!