Finery London draws a new line in the capital's contemporary womenswear market
New womenswear brand Finery London launches today with a refined focus on high quality design and clean lines at an accessible price point that aims to address the gap between London's derivative high street chains and luxury sector.
Backed by the Global Fashion Group and headed by brand director Caren Downie, formerly fashion director of ASOS, the online brand is geared towards effortless style staples cut with an architectural approach that feels of-the-moment without coveting catwalk trends.
'As a result of the recession we felt that the attitude on the high street has changed and that more focus has been placed on the younger target market,' says Downie. 'Our customer is looking for higher quality product that is more considered.'
Downie was quick to poach Emma Farrow, previously design director of Topshop, as Finery's head of design. 'I loved working with Emma when I was at Topshop,' explains Downie. 'She is extremely creative but has a very considered approach which is rare to find. She has great taste but is very unassuming at the same time.' Up until her departure, Farrow was responsible for Topshop's Unique line shown at London Fashion Week.
Farrow was lured by an open design brief, the only stipulation being to create pieces the pair wanted to wear themselves. 'Our starting point was with our most treasured pieces from our personal wardrobes,' says Farrow. 'Those items that you can't live without and have had for years and years... the perfect vintage dress or t-shirt that go with everything. We were very keen to take a step away from the noise of the catwalks and current trends that seem to be saturating the market.'
Art references repeatedly reverberate in Finery's bold use of print and colour. 'It actually got me thinking that print design could be a great point of difference, so we started commissioning illustrators and artists to design bespoke prints for us,' says Farrow.
Key collection archetypes include the trench, leather skirts, silken jumpsuits and directional day dresses - all cut with a contemporary twist. The debut spring/summer 2015 collection also includes a small range of shoes and accessories, which they plan to expand upon going forward. Offering a weath of style inspiration, Finery's tightly-edited capsule collections will drop online monthly. However, for the next few weeks the brand has a pop-up 'Fitting Room' at 35 Monmouth Street, Seven Dials where London customers can sample their fine fit in person.
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox
-
Inside Valentino’s glamorous new Sloane Street store, inspired by the art of haute couture
The latest in Valentino’s ‘The New Maison’ store concept opens on London’s Sloane Street this week, offering an enveloping marble and carpet-clad space of ‘intimacy and uniqueness’
By Jack Moss Published
-
Aesop’s Salone del Mobile 2024 installations in Milan are multisensory experiences
Aesop has partnered with Salone del Mobile to launch a series of installations across Milan, tapping into sight, touch, taste, and scent
By Hannah Tindle Published
-
Dial into the Boring Phone and more smartphone alternatives
From the deliberately dull new Boring Phone to Honor’s latest hook-up with Porsche, a host of new devices that do the phone thing slightly differently
By Jonathan Bell Published
-
New Byredo store opens in London’s Covent Garden
Byredo has unveiled a new Covent Garden store, its second bricks-and-mortar destination in London
By Hannah Tindle Published
-
How Biba’s make-up and cosmetics line started a beauty revolution
Ahead of a new Biba retrospective opening at London’s Fashion & Textile Museum, Hannah Tindle speaks to Barbara Hulanicki about its pioneering make-up and cosmetics line
By Hannah Tindle Published
-
Alaïa unites fashion and art in its redesigned London flagship
Conceived by creative director Pieter Mulier, Alaïa’s reopened New Bond Street flagship is an intimate space which doubles as an art gallery showcasing works from Sarah Lucas, Sterling Ruby, Marc Newson and more
By Tianna Williams Published
-
AV Vattev is the London-based menswear brand creating slow fashion with a subcultural twist
Part of Sarabande: The Lee Alexander McQueen Foundation, Antonio Vattev of AV Vattev is staunch in his commitment to slow fashion, even as he stacks up stockists and famous fans
By Joe Bobowicz Published
-
Cult men’s grooming brand Horace opens its first London flagship store
Men’s grooming brand Horace has unveiled its first standalone international store outside of its home in France
By Hannah Tindle Published
-
Dolce & Gabbana continues its new chapter with a London space devoted to beauty
Dolce & Gabbana opens a new beauty corner inside its lavish Old Bond Street store
By Hannah Tindle Published
-
Hermès blasts off to ’the silky way’ for breathtaking London event
Behind-the-scenes of Hermès’ ‘Brides de Galaxy’ in London yesterday evening, a jaw-dropping event celebrating the carré silk scarf and its instantly recognisable prints
By Jack Moss Published
-
Omorovicza’s new London store evokes a soothing Hungarian spa
The new Omorovicza flagship destination brings the Rác Thermal Bath to Mayfair, with signature facial massage and mineral-rich products
By Hannah Tindle Published