About

Julia Leonel Rabello, founder of LEONELL, was born in São Paulo, Brazil. Her journey in the fashion industry began with her graduation in Fashion Business, which laid the foundation for her career. In 2017, Julia relocated to Berlin, Germany, where she fully immersed herself in the city's vivid creative scene.

Julia's passion for exploring counter-cultures ignited her fascination with hats, prompting her to pursue a prestigious Hat Making Course at Central Saint Martins in London in 2019. Since her initial exposure to this traditional craft, Julia has dedicated herself to mastering the art, driven by a profound desire to create luxurious and distinctive pieces. This dedication now culminates in the launch of her label, LEONELL, where she aims to inspire individuals to embrace their unique identity and style through her meticulously crafted designs. Fashion as a self-expression.

 

The Craft of Self: The Journey to LEONELL. Reflections by Julia Leonel Rabello.

Passion in all its facets comes to us throughout our lives. It may present itself in different forms and varying intensities—it can be subtle, almost unnoticeable, or so overwhelming that many try to avoid being invaded by it. Lucky are those who surrender.

From an early age, I was taken by a fear of conformity. The idea of being normal, blending in, and following a path that was previously designed for me always gave me goosebumps. Yes, I’m an Aquarius, always going against the stream; you can blame it on that if it helps.

Feel too much, think too much, dream too much. A growing knot in my throat and a pulsating weight in my heart were constant reminders of my need to express my emotions. Unfortunately, as an introvert, that was no easy task.

Fashion became my mechanism. I turned the way I dress into my blank canvas, my personal channel of communication with the world. I dived into counter-cultures, experimented with piercings and tattoos, cut my hair, bought hats, beanies, and berets, and wore every color, shape, and texture. I learned about all the biggest designers and fashion history, surrounded myself with inspiring friends, visited art exhibitions, traveled, and discovered how big the world really was outside my bubble. I changed my opinions, my beliefs, and my style with maturity—and then changed again, because life is an eternal contradictory transition.

I secretly enjoyed the way strangers would look at me with confusion on the streets of São Paulo. I was there, I was quiet, but I was noticed. I was finally building my identity, but suddenly, I needed more.

One time during my early years in Berlin, I was at a party, watching people dance from the top floor. The wooden floor was vibrating with the bass, bodies covered in sweat, the energy was intense, and every person was part of a whole. While unity is beautiful in its entirety, my fashion eye was looking for an individual, someone who stood out in the crowd. I was about to leave until someone wearing a hat came into the frame, and my eyes were instantly drawn to this person. This moment was locked in my unconscious mind until years later.

As the milliner master Stephen Jones would say, “hats are the exclamation mark to every fashion statement.” I’ve been wearing all sorts of hats as a way of adding personality and boldness to my outfits since I was a kid. I used to steal my auntie’s straw hat, add a scarf under it, and play with my Barbie for hours. As a teenager, I would add elements and customize my hats to make them feel more like me. As a young adult, I searched for a red boater hat with a flowy transparent veil but could never find it in any shop.

Thanks to the quirkiness of Berlin and all the amazingly talented artists I met in this city who inspired me with their passion, I understood the endless possibilities life presents when we live our true purpose. One late night alone at home, I thought to myself: what if I learned how to make that red boater hat with the veil? The rest is history.

Studying at Central Saint Martins, where my biggest fashion idols such as McQueen and Galliano graduated, made me realize how grateful I should be for stepping out of my comfort zone and how far I had come, since back home everything felt so far away from my reality. Living my passion was now my obligation.

LEONELL is born. The brand's name is originated from my mother’s family name, my way of staying connected to my roots and to the people who made me the being I am today. Living in Europe made me realize how Brazilian I am—emotional, intense, bright, and always with a smile on my face. I can be fire, I can be a storm, never a fragment, always whole.

I hope my hats serve as a tool to empower you to dress like your true self, with passion and without fears, without limitations. 

With love,  
The biggest hat freak,  
Julia Leonel Rabello.