“Design that’s contemporary but forever, beautiful but accessible, for women who love clothes as much as we do.” – Finery London
In a saturated market of high street stores, each offering fast affordable fashion, it is hard to find your niche. Yet where many names have tried and ultimately failed, Finery London – a new mid market womenswear to rival & Other Stories and Cos – has an air of longevity that others have so often lacked.
Solely based online, prices start from as little as £15 for a causal tee to embellished dresses and leather which ranges from £100-£250. In their own words, Finery London is about making “modern, inspiring and sophisticated styling accessible, without compromising on quality. Collections are designed and made with love … and that shows in the clothes.”
Targeting this corner of the high street was a smart move by founder Nickyl Raithatha who discovered the distinct lack of mid market stores for women in their late 20s and early 30s. At a time when such women are enjoying successful careers and wish to spend their disposable income on investment pieces and good quality fashion.
Speaking as a 27 year old lover of fashion with no mortgage or children I can totally understand this void in the high street market and the debut collection certainly doesn’t disappoint. Despite being in the same pricing pool as brands such as Cos, from the offset the vibe is completely unique. The clean cut and open plan layout of the new website, in chic shades of olive green and red, provides the perfect backdrop for the accomplished debut collection.
Playing with modern takes on old style prints and showcasing high quality garments in plain yet undeniably well made boxy cuts, the collection is fresh, exciting and daring. For Finery “it isn’t about fast fashion, it’s about pieces to truly treasure.” And browsing the range it is clear to see that each and every piece has been made with that important incentive in mind; with many items accompanied by a personal quote from a member of the highly qualified team.
If like me you are forever on the look out for that next new brand to fall in love with then look no further as Finery London definitely delivers. Head on over to the website now to sign up ahead of the launch on 5 February and enjoy the finer things in life for a fraction of the cost.
By Jenna Jones