Made to Evolve: Lillea Goian on Designing for Growth, Style, and Self

Lillea Goian always knew she was a “fashion girly.”

As a child growing up between Vancouver and Nelson, she spent hours dreaming up outfits, styling her next-day wardrobe with the kind of intensity most kids reserve for cartoons. Her mother—a wardrobe stylist in the film industry—would bring home leftover pieces from commercial shoots for Bratz Dolls and Polly Pocket. It was a costume closet and creative incubator all in one.

“I just fell in love with clothing,” Lillea says. “It was the one thing that brought me the most joy.”

That early passion would eventually take her from teenage stylist aspirations to the helm of Profanity, her Vancouver-based fashion label known for bold silhouettes, adaptive construction, and a quiet, rebellious beauty. But her path wasn’t always so clear.

“I had terrible grades in high school,” she says, laughing. “I thought something was wrong with me because academics just didn’t click. I’m a creative, through and through.”

At 17, she enrolled in the Fashion Business & Creative Arts program at JCI Institute, believing styling was her future. “It just made sense, based on what I loved. I had no idea design would be part of my path.”

But the moment came. During her time in the Fashion Design program (which she entered at the encouragement of a program director), something shifted. She was introduced to drafting, construction, and pattern making. It stuck.

“The program director told me, ‘You’re meant to be a designer,’” she recalls. “They could see it before I could. And they were right.”

Lillea went on to become part of the very first cohort of JCI’s Fashion Design Core program. By 19, her designs were already garnering attention on international runways in Tokyo and New York. Profanity exploded onto the scene with fearless, maximalist looks—neon palettes, unconventional materials (one collection featured seatbelts and mini toy cars), and the kind of punch-you-in-the-face energy that’s hard to forget.

But as Lillea grew up, so did her work.

“I’ve evolved a lot in my 20s, and Profanity evolved with me,” she says. “The brand’s always going to be bold—but now it’s bold in the silhouette, in the detail, in the intention.”

Today, Profanity is celebrated for its modern utility and adaptive fit. Think genderless, multi-seasonal pieces with zip-off sleeves, adjustable waistbands, and design features that allow garments to evolve with the wearer—no matter how their body or life changes.

“I want these clothes to work for your body through all its phases,” Lillea says. “Weight fluctuates. Style shifts. I want these pieces to move with you, not against you.”

Inclusivity isn’t just a brand value for Lillea—it’s personal. From kidswear to custom looks for all body types, her designs reflect a long-standing desire to make everyone feel seen, celebrated, and stylish.

“I’ve always wanted people to feel included and loved,” she says. “Even when I was a little kid. And now I try to make clothes that embody that.”

That intention shows up in every detail. Each Profanity piece is built to last, rooted in a capsule wardrobe mindset: investment garments you can style endlessly, layered with vintage or thrifted finds. It’s sustainable fashion—not just in production, but in philosophy.

“I didn’t always know that was what I was doing,” she says. “But a year ago, it really clicked. This is who I am. This is what I care about. And it’s not going to change.”

She’s especially excited about what’s next. She’s set to launch an innovative jumpsuit design—something she hopes will become a signature silhouette for the brand. The piece was developed with versatility in mind, and she styled it seven different ways for a recent campaign. “It can go soft girl, it can go heavy metal,” she says. That sense of adaptability—of being able to express multiple sides of yourself through one thoughtful design—is core to how Lillea approaches fashion.

Profanity’s new jumpsuit design in the “soft girl” style mentioned above.

She’s also preparing to release Part Two of the Profanity Core Collection, building on the original lineup of go-to staples. Rooted in function, identity, and ease, the expanded collection continues to explore what it means to get dressed with intention—and to feel fully like yourself in the process.

“I want to be really intentional about how I grow,” she says. “I’m not trying to scale overnight. I want to build in a way that’s sustainable for me, for my team, and for my community.”

That desire is also steering her toward local manufacturing. Lillea hand-sews every piece herself—working out of the loft of her apartment. As demand for Profanity grows, she’s exploring partnerships with local manufacturers that share her values. The goal is to scale thoughtfully while staying hands-on, supporting ethical practices, and contributing to the creative economy in Vancouver.

For younger creatives looking to carve their own path, Lillea offers grounded advice rooted in her own experience.

“Pay attention to every class—you never know what’s going to stick,” she says. “I went into school thinking I was going to do one thing, and I ended up finding something completely different that became my passion and my forever.”

That openness to change, paired with a willingness to learn every side of the business, continues to serve her well. “If you end up in a job like mine, where you’re a fashion designer wearing all these different hats, it’s important to understand every aspect of running a brand,” she explains. “Unless you have a lot of backing from the jump, you’re going to need to do all those jobs yourself.”

From a young dreamer in Nelson to a designer with vision, longevity, and edge, Lillea’s evolution feels less like a pivot and more like a deepening. The kind of creative clarity that only comes with time, trust, and staying true to yourself.

“I'm just making my art,” she says. “And now I know what that means.”

Follow Lillea on Instagram here, or check out Profanity here.

Called to pursue a career like Lillea’s? Explore our new innovative and integrated fashion program:  Business of Fashion & Design. First cohort begins September 2025.