Lilly Alice – Freelance PR Consultant & Co-founder of Vicious Eyewear
Lilly Alice was born in Germany, but now splits her time between London and Berlin – while fitting in as much travel as she can in between. As a top fashion PR, she partnered with the likes of Paul Smith, Selfridges, Stella McCartney and Adidas, before building her own equally impressive list of clients as freelance consultant.
In 2020, she put all of this expertise into practise, combining her love of travel and fashion to launch her brand Vicious Eyewear. Her sunglasses have featured in Vogue Italia, while her personal Instagram following has grown to almost 100k. Her feed features fashion parties, Ibizan beaches, Berlin sunsets and her Russian Toy dog Heidi, who of course has her own account, too.
Part of our Insiders series, this is your window into the worlds of the coolest people in Safara’s network. These are the contacts we’d hit up for travel inspiration, whether it’s a hotel recommendation, a new track for our in-transit playlist, the best mini-products to pack, or just to daydream about where we’d open a boutique island hotel (this changes with each Insider guide we read – we’re easily and happily influenced).
Read on for travel inspiration from Lilly Alice.
Name three of your favorite hotels?
The Standard in NYC. Town Hall Hotel in London. And, Soho House in Berlin.
All of the above have a super chilled vibe, but still maintain great service. Town Hall Hotel is my favorite – I used to book a room there every once in a while, even though my flat was only a five-minute walk away.
What hotel room design element can you not live without?
A master switch by the bed.
You travel a lot for work, was this something you were seeking in a career? How do you make it as relaxing and fun as possible?
I never thought I would have the opportunity to travel so much, I didn’t really plan it. What I did plan is to run my own business and work as a freelancer, to be able to all have all the freedom in the world. I think the best thing is that I now know so many great people all over the planet, so whenever I travel, I will try to meet up with friends and get to know a new city that way.
What three songs are on your OOO playlist?
Parallaxis, by Traumprinz. Beach Side, by Kanedo. And Your Eyes, by Julein Collet and Jakob Oschmann.
Best travel advice you’ve ever received?
From my mum: “The only thing you will ever need is a credit card.”
Do you have any tips or tricks for beating the dreaded jet lag?
I don’t, but if someone does, please tell me!
What is your favorite travel book or magazine?
I love Suitcase magazine – it has amazing tips on what to pack and where to travel. It also has a super cool look.
What’s your go-to travel outfit?
A nice tracksuit in black, with easy trainers in a cool colour, no jewelry.
If you could quit your job and follow the Mamma Mia dream (ie. open a small hotel in another country or on a remote island), where would you do it?
Holbox, Mexico.
What’s the craziest thing you’ve purchased abroad and brought home (or tried to carry-on) from your travels?
A dog.
You have an hour to spare at the airport. What would you do?
I’d be working on my laptop.
Where’s your next trip?
China, for work.
In-flight wifi – good idea?
YES.
Lost luggage, or lost phone?
Luggage.
Are you a fan of airplane food?
No.
The subscription service you’ll never delete?
Spotify.
