Bravery Brand, a fashion line started by Lindsay Reilly '13, was one of several "notable emerging and established brands" selected to appear in select Macy's stores nationwide as part of a new initiative, The Market @ Macy's. From April 7 to May 4, products from the Bravery Brand line can be found in pop-up shops in Boston, Atlanta, and San Antonio Macy's stores.

According to the retailer, The Market @ Macy's is a full-service marketplace that hopes to bring authentic boutique settings to a department store. Each month, Macy's will offer shoppers the chance to experience and discover new products, services, and activations at 12 stores nationwide.  

Reilly's Bravery Brand features merchandise that she hopes "sparks a desire" to empower others. She hopes to "fashionably pay it forward by motivating others to inspire, encourage bravery, and empower each other."  

Photo courtesy of Lindsay Tia Reilly '13

The brand, developed by Reilly, initially began as a line of sold-out tote bags for the Boston Medical Center's Catwalk for Cancer Care event. From there, she expanded the collection to include dog tag necklaces, metallic bands, and more. The brand believes that "whether you're a hero in the military or a hero within yourself conquering life's everyday battles, there is something brave in all of us."  

Reilly came onto the fashion scene as an undergraduate Fashion and Retail Merchandising student at Lasell. In her senior year, she designed and sold her first line of handbags - an effort whose recognition led to a write-up in the Patriot Ledger and subsequently, the opening of her 3,000 square-foot brick-and-mortar store.  

Her unique take on self-empowerment through fashion has taken Reilly far since her graduation from Lasell in 2013. She opened her second store, The Cue, in Dorchester in 2016, where she curates styles to help both men and women build "confidence through clothing," and simultaneously features pieces from her Bravery Brand and Lindsay Tia lines.  

As for life after Macy's? Reilly has a full spring lineup. She is actively pursuing plans for a third brick-and-mortar store. And, on May 23, she will partner with USO New England in Quincy, Massachusetts, for a fashion show featuring Bravery Brand. The event will feature live music, with proceeds supporting the USO.