Friday Flamingo was founded in 2019 by husband and wife team Sera and Amani.
We’re a family-run New Zealand small business with five kids, and Friday Flamingo has grown from a real love of fashion and a real desire to make women feel beautiful, confident, and seen.
As a plus-size brand, we know how hard it can be to find clothing that feels exciting, comfortable, and good to wear. That’s why we create pieces in sizes 12–30+ with so much care, always thinking about how they’ll feel in real life.
Friday Flamingo is more than just clothing to us. It’s something we’ve built together as a family, and something we care deeply about. We want women to feel good when they get dressed, to feel confident in their own style, and to know they deserve fashion that feels just as special as anyone else’s.
Diversity and representation are also really important to us. Amani’s Pacific heritage has shaped parts of the brand too, especially through our Pasifika collection, which holds a lot of meaning for us.
At the heart of Friday Flamingo is a simple goal — to create beautiful clothing and make women feel good in it.
Sera Lilly
Sera Lilly is the founder and designer behind Friday Flamingo.
With over 20 years in the fashion industry, Sera has worked across design, retail, bridal, and custom-made garments, always with a strong focus on fit and how clothing feels to wear.
At just 21 years old, Sera won New Zealand Young Designer of the Year and went on to open her first shop in Ponsonby while still studying fashion design at AUT. She continued building her business while completing her studies, laying the foundation for a career that would go on to include boutiques in Ponsonby and Parnell, five New Zealand Fashion Week shows, and features in magazines both in New Zealand and internationally, including Vogue, Rush, and Singapore Women’s Weekly.
Over the years, Sera has dressed high-profile women including Rachel Hunter and Jessica Mauboy, but at the heart of her work has always been a love of helping women feel good in what they wear.
As someone who has always been curvy, Sera knows personally what it feels like to navigate body image, diet culture, and the pressure to change yourself. Creating Friday Flamingo has helped reshape that relationship, and the brand has grown into something deeply personal — built on the belief that women deserve to feel beautiful, confident, and celebrated exactly as they are.
Friday Flamingo was created from lived experience, heart, and a real desire to make women feel confident, seen, and good in their own skin.
Statement Pieces
Inclusive Size Range
