Trend of the Week: Finery London

What happens with three formidable fashion doyennes join forces? 

Trend of the Week: Finery London

They create fashion’s most talked about brand – Finery London. Conceived in 2014 by Caren Downie (former ASOS fashion director), Rachel Morgans (former ASOS head buyer) and Emma Farrow (former Topshop chief designer), this holy highstreet trinity have created a label-come-online destination that responds to what women really want.

Simple separates mixed with exclusive shapes and reimagined vintage prints for wardrobe winners that segue from day to night, everyday to occasion with just a few simple tweaks.

As for the nitty gritty, expect transparency, both in sourcing and sizing, coupled with genuine customer service (check out their beautiful online packaging!) that makes Finery a go-to for the modern gal.

Finery London is available to buy at BT2 stores nationwide and online at www.finerylondon.com.

STYLE NOTES

Annmarie gets the label lowdown from Finery London brand director Caren Downie

THE FINERY WOMAN

‘She’s quite brave. She’s looking for something that’s a little bit different.’

THE FINERY FEELING

‘You have to feel comfortable in how you dress. It makes you feel confident if you feel comfortable and you feel that that’s the best you can be.’

THE FINERY PHILOSOPHY

‘Finery is about allowing people to put together their outfits in a way that’s best for them. It’s always been about how you’d wear it for your own personal style.’

THE FINERY DIFFERENCE

‘Everything is generated in our design studio and exclusive to us. We’re very conscious that we want it to be for a wide number of people... to make it like a design house would operate but at accessible prices.’

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