We’re by and for girls living the London dream – wherever they are. We embrace the duality of the modern girl: cool but classic, fearless but feminine. And no matter what, we’d rather die than be caught in the same dress twice.
WHO WE ARE
London is where black tie galas are followed by In-N-Out… where a hot new dress can take you from running the office to running the night… where Victora Beckham takes conventional dresses and makes them stand out… and where LiLo just might photobomb your selfie (#fabweekend).
We sell collections inspired by real girls living it up in The City of London. We exude an authentic London vibe in everything we do – from nailing that perfect mix of edgy and elegant, to being the first to hit the budding trend, and doing it all at totally attainable prices. Trust us, you’ll look GORG.
We speak to the duality and dynamic of the London state of mind. We get it: you want to feel daring and sexy one moment, cool and collected the next, and make every look an Instagram moment. It’s our mission to make sure you always have that PERFECT thing to wear, whatever the vibe or dress code.