A FAMILY-RUN NEW ZEALAND PLUS SIZE BRAND

Our
Story

Friday Flamingo is a New Zealand plus-size fashion brand based in Feilding, creating colourful, comfortable clothing in sizes 12–30+.


Founded in 2019, Friday Flamingo was born from frustration, from being sick of feeling like you had to lose weight just to fit into fashion, and from knowing how hard it was to find clothing that felt exciting, comfortable, and actually available in plus sizes.


We’re a family-run small business, and every piece is designed by founder Sera Lilly with fit, comfort, movement and confidence in mind.


From dresses and workwear to denim, basics and occasionwear, our goal is simple: to give plus-size women more choice, better fit, and clothing that feels genuinely good to wear.


Diversity and representation are also really important to us. Amani’s Pasifika 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 belief: all bodies deserve beautiful clothes exactly as they are. You don’t need to change yourself to deserve fashion that makes you feel confident, comfortable and seen.

Clara Maxi Dress - Friday Flamingo
MEET THE DESIGNER

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

High Quality