Big V: Why stylist Lana Wilkinson is stepping away from styling
After more than a decade defining Australian red carpets, Lana Wilkinson reflects on her unlikely rise, the work ethic behind her success and reveals why she’s stepping back from styling.
It was after the Melbourne Cup Carnival last month that Lana Wilkinson revealed her bombshell news: she would no longer be styling.
It was a big development for one of Melbourne’s most renowned fashion and social figures who had been at the forefront of the industry for more than 15 years.
The ride to the top wasn’t easy and neither was the decision to give it away.
“I’ve been at this for over 15 years now and nothing I’ve achieved happened overnight,’’ Wilkinson said.
“I slowly became a person that people knew they could rely on and I really pride myself on being someone who delivers, no matter what. My reputation is built on years of grinding, learning and showing up, even when it was hard.
“I also said yes to every opportunity and learnt early on that if you want something, you have to do the work, no one is coming to save you or make life happen for you.”
Wilkinson’s strong and consistent work ethic was the backbone of her success.
Seeing her eponymous shoe brand expand made her think long and hard, and she also started a podcast this year with her friend and influencer Rozalia Russian.
“Styling gave me so much of my career and stepping away was such a difficult decision,’’ she said.
“Ultimately, my shoe business is expanding so rapidly and after this Carnival I realised that it needed a lot more of my attention. Working on the brand and my new podcast The Archive with my girlfriend Rozalia Russian, sparks the same creativity and passion that styling used to, so I had to make the call and it really felt like the right time to evolve.
“Rozalia and I weren’t always the best of friends but over the past few years we reconnected and I’m proud to say we’re now closer than ever. Whenever we catch up, we end up having these honest and sometimes hilarious conversations about fashion, beauty, motherhood, relationships and business — all the things that all women naturally talk about. We felt like our audiences would resonate with a podcast where we talked about everything that goes on behind the curtain and our industry. With over 100,000 downloads in nine short weeks, that bet is definitely paying off.”
Where it all began
It wasn’t a meteoric rise for Wilkinson, rather a fortunate turn of events that grew into a career.
Fittingly Wilkinson, who has dominated red carpets like the Brownlow Medal, had her styling origins with a footy WAG.
“It honestly happened by chance,’’ she said.
“I was helping my friend Lynette Bolton (Jude Bolton’s wife) with her outfits and Brownlow Medal gowns, and that really set the ball rolling. From there, word spread, and I was working full-time in marketing and styling on the side. There were so many late nights, early mornings, whatever it took to get my name out there. It grew very organically as it was right at the start of the Instagram wave.”
Pinch me moment
Wilkinson has linked up with many celebrities over the years, from local to international names.
Some of her finest work has been with friends Bec Judd, Brit Selwood and Abbey Gelmi, but it was in 2015 that she had a crowning moment.
“There are too many styling jobs to count but working with the likes of Rachel Zoe, my styling hero and the reason I became a stylist, would be my most memorable,’’ she said.
“I was able to secure every major Australian designer and international brand for our fittings — I was like a kid in a candy store. She was so humble, generous with her time and offered a lot of advice about how to grow in the industry.”
The changing face of styling/fashion
Social media changed everything for Wilkinson who found a creative outlet to showcase her work.
“It’s so much easier to build a profile and connect with people,’’ she said.
“When I was starting out, I relied purely on referral and being physically present at specific events and photo shoots.
“Now, there’s so much more visibility, connection and opportunity to showcase and/or build your own brand/service from the comfort of your own home. I think it’s amazing as it allows new and diverse talent to emerge.”
Next move
Wilkinson describes 2025 as a “whirlwind of growth”.
She’s opened a store, expanded her shoes globally and moved into a department store retailer.
“From our traction in the United States to growing our brand profile locally, I am walking into 2026 more resilient than I’ve ever been,’’ she said.
“I’m also so proud and full of gratitude for what I’ve achieved. There’s something so special and personally satisfying about succeeding in Australia. Having a store at Chadstone is something my 20-year-old self would have never have imagined.
“We have also grown our store profile in David Jones, starting in five key stores to expanding to 13 in such a short period of time. I’m grateful that my customers nationally have access to my brand. Our vision is simple; I’ll always be passionate about building a brand that empowers women through style and we’re aiming to grow the brand globally while staying true to the women we design for.”
Can women have it all?
As she moves into the next phase of her life, Wilkinson knows she has the best support team.
“I think anyone can have it all, just not at the same time,’’ she said.
“People often ask me how I ‘do it all’, but the truth is I don’t.
“I have an incredible team and family who support me and pick up the slack in areas I
can’t. My husband Liam is truly the most valuable player, supporting not only me but our girls, Ava and Elle. Balance isn’t about doing everything yourself, it’s about knowing when to lean on others. I think as a woman and a working parent, that can sometimes be a hard lesson to learn.”
And while she’s moved on from styling, she will forever be grateful for what it’s given her.
“I wouldn’t have the career I have today without styling,’’ she said.
“It opened doors I never imagined, placed me in rooms with people I used to only see on TV, in movies and taught me everything about fashion, business, relationships and hustle.
“It was the foundation of everything I’m doing now and was truly the best learning curve.”
OFF THE RECORD
Wardrobe must have?
I always say accessories maketh the outfit. A great pair of heels (LW of course!), statement bag or earring is a non-negotiable in my wardrobe.
Who is your style icon?
Joan Collins from Dynasty is my ultimate style icon. I’m a true maximalist at heart and everything she wore in the ‘80s was iconic and still on trend today. She was fearless and a true icon.
Biggest fashion faux pas?
Taking your shoes off in a public whilst out or at events. It’s fine at the beach or the pool, but nowhere else!
What’s your superstition?
I must make all the beds in my house before I leave. A bit like knocking on wood, I feel like I’m not chaos if my home is organised before I leave the house.
Best hidden gem in Melbourne?
Old Palm Liquor in Brunswick. It feels a little bit unexpected and low-key, but the atmosphere, food and cocktails are always spot on.
What do you do to relax?
Massages are my go-to when I need to switch off quickly. I always have a million tabs open in my mind, so it’s the only time I truly unplug and stop touching my phone.
What’s the question you’re most often asked?
“Where are your shoes from?” closely followed by “What should I wear to…?”
Which show are you binge watching at the moment?
All’s Fair — the cast is just iconic and the fashion is even better!
Who is the biggest celebrity you’ve ever met?
I’ve been so fortunate to meet so many, but in terms of who I’ve worked with and spent time with — Helena Christensen and Rachel Zoe. Both were lovely, gracious and stylish in person as you’d imagine.
Dream holiday destination?
Italy is always a dream to travel to. The weather, the people and the fashion is always on point.
What was your first job?
I worked for my dad at Trucare drycleaners from the age of 16. My parents have always taught me that if you want things in life, you must work hard for them. It’s definitely where I got my work ethic from.
If you weren’t doing this what would you have been doing?
I’ve always said I’d probably be a talent manager or an actress. I love the entertainment industry, so I would’ve found my way into it one way or another.
Name five people dead or alive you’d invite to a dinner party?
Joan Collins, Anna Wintour, Sarah Jessica Parker, Tom Ford and Victoria Beckham.
First car?
A Toyota Echo.
The first concert you ever went to?
John Farnham. He’s an icon and national treasure.
Best piece of advice you’ve ever received?
“A rising tide lifts all boats.” There’s room for everyone to succeed and instead of competing with others, celebrate their wins. It just means success is possible for you too.
