About Us

Our collections

LOL was founded by three friends in 2014 in Istanbul, Turkey, one of the world’s most
dynamic cities.
Beliz Mercan, Merve Aslan and Zeynep Aslan have drawn inspiration from the energy of this
vibrant metropolis, which they were born and raised in, to create a high-quality luxury casual
wear brand tailored for the needs of strong urban women.
The focus of each product is a blend of comfort, style and versatility, an echo of the Istanbul
Home to state-of-art production plants, the city also caters to some of the most renowned
brands of the world, and means that LOL is able to source and produce collections locally
embracing a responsible approach to fashion, without sacrificing on quality. 
Each partner also brings a unique perspective to the brand, and the synthesis is reflected in
final product.
Beliz studied design at London’s Istituto Marangoni and her unique vision permeates the
collection. Merve spent years working in the financial sector and draws on this experience to
help the company grow. Zeynep is in charge of production and branding, and is instrumental
in delivering the product to market.
LOL’s flagship Istanbul store is in Etiler, an upscale neighborhood bordering the city’s
business district. Locally, the brand is sold exclusively in Beymen -- the nation’s premier
department department store – and has already shipped products to customers in over 50 countries via its
online store.
Thanks to this strong and growing international interest, LOL is now looking to venture more
aggressively abroad.