Are you a fan of a minimalist aesthetic? Or, maybe, you are looking to pair down your wardrobe to well-made basics in finer materials? If so, a look at Finery London, the nearly one-year-old brand founded by high street heavyweights Caren Downie (former ASOS fashion director), Rachel Morgans (ASOS’s old head buyer) and Emma Farrow (the chief designer who turned Topshop Unique into a hot ticket), is certainly worth a moment of your time.
The huge success they have experienced since their February 2015 launch can be attributed to the focus on the premise that there is a large segment of women looking for clothing with an emphasis on quality, but not with the significant jump in prices we’ve witnessed. That, coupled with honing in on the dissatisfaction women have with the “blandness” that has blossomed on high street has made this brand so successful.
As Emma Farrow explains, “We don’t want to tell our customer how to dress, we want her to select the pieces she loves and put them together in her own way.” She continues expounding the brands philosophy, “We aren’t about dictating fashion – these pieces can create different looks for different girls.’ All the women agree it’s crucial to them to keep the culture, ‘thinks big, acts small’ of the company.
Prices start as low as $45.00 for tops and max out at $300 for statement coats, with the majority of its streamlined modern collection ringing in at $100.00. Above, are just a few of my favorites. Check out the entire collection here.
Hanover Vinyl Trench Coat // Sander Contrast Knit Jumper With Seam Detailing // Sackville Stripe Cut About Dress //Lillie Leather Split front Leather Skirt // Beatson Curved Bodice Wide Leg Jumpsuit // Elmworth Leather Closed Boots