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Shireen
Serina
MY STORY

And above all, watch with glittering eyes the whole world around you because the greatest secrets are always hidden in the most unlikely places. Those who don’t believe in magic will never find it.” Roald Dahl

Once upon a time, a mysterious dream weaver by the name of Shireen Serina Hassim created a beautiful and enchanted Kingdom; where mystical beings roamed free and magic was a way of life.

Her kingdom is called LALA Land and within the walls of this Kingdom, lies more beauty and wonder than you could ever imagine…  mythical creatures laze in the sun and beautiful women break hearts and tell stories …  And the most wonderful story of all is how LALA Land came to be…

After years of travelling round the world, leading the life of a modern day free spirit and gypsy soul, gaining inspiration from the people she met and the many places she visited, Shireen decided to return to home soil and set up her Kingdom in Australia.

And LALA Land was born.

“The moment you doubt whether you can fly, you cease for ever to be able to do it.” J. M. Barrie – Peter Pan

Collaborating with her band of merry men (A team of artists who work with her) Shireen conjures up fabric fantasies and with their help, creates original textiles for each collection, each one wonderfully whimsical and fetched from the far away lands of her imagination.

Adorning each piece will hang a hand crafted silver charm, which can be worn with or without the swimwear.. LALA Land is all about creativity and individuality – therefore, each collection will enable the wearer to create their own unique style, allowing for freedom and self-expression – the basis of LALA Land’s mantra.

Shireen is an artist, a visionary and the pioneer of a brand which is not just swimwear…but the representation of a way of life, a state of mind and the manifestation of a fantasy land which is accessible to all those who believe. She turns dreams into reality and is constantly on the lookout for new artists to collaborate with; From Jewellery designers, to textile designers. Tattoo artists, to graphic designers and painters.

LALA Land is a land like no other. This is a kingdom with no boundaries. This is a place with no rules, no laws and no status quo. You are free to do whatever you please… it is a new world of love, peace, creativity, freedom and wild self-expression. You can be who you want to be, with no fear. Everyone is welcome… Dare to be who you wish to be. Embody your wildest fantasy. Be unique. Be you.
LALA Land is not just a brand; it’s a way of life.

“Life imitates art far more than art imitates life” Oscar Wilde.

Each season, Shireen will collaborate with a team of crazy creatives to put together a short film based on the current collection – Stay tuned for a visual feast of wonderful weirdness, weaving tales, spinning stories and setting imaginations on fire as you gain an enchanted insight into the secret world of a magical kingdom, in a faraway land…

LALA Land.

“The moment you doubt whether you can fly, you cease for ever to be able to do it.” – J. M. Barrie – Peter Pan 
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