Not since the launch of our beloved COS have I been so excited about a new clothing range. And since COS is not exciting me quite as much as it used to (come back Rebekka Bay – now that Gap have re-structured you out of the business) the new online range Finery London, could be just the thing to see me into the new season in style.
Officially launching this week (online only – although there is a pop up showroom currently in Soho) the new brand is headed up by Caren Downie (ex Top Shop and ASOS), with Emma Farrow (ex ASOS) as head of buying and Rachel Morgans (also ex Top Shop) as head of design.
The range focuses on good design, function and attention to detail. Caren doesn’t think that women shop by age, more by personality and doesn’t want to chase trends. “We aim to flatter, we want you to look the best you can and make clothes that help you to do that. I don’t want to be chasing the colour of the season – I want it to stand for being individual.”.
I love the look of the Marni-esque prints, simple styling and the fact that the range focuses on key pieces rather than an obviously co-ordinated collection – leaving room for individual interpretation.
Definitely one to watch, sign up now to get an early adopter discount.