This season we introduced our annual collection - AL22 - and within this collection there are 4 different fabrics. If you aren't sure which fabric is for you, you can find all the details here.
When it comes to sizing, we know that it can sometimes be hard to work out how a particular garment might work for you. Shape, comfort and personal style all inform what makes a garment perfect for an individual.
All the latest information about our latest size guides can be found here...
As you have been browsing our Spring Summer and AL22 collections, you may have noticed there are two (and only two) familiar faces modelling the garments.
Each product currently features Heidi and I and I promise this isn’t because, as Heidi would say, we are ‘hella vain’! When it comes to launching a new collection, because of both the size of our team and business we shoot the garments on models in two phases.
This summer, to mark the launch of both our AL22 and Spring Summer collections, we are able to offer three offers for you, our wonderful customers. We have been working hard behind the scenes to come up with a way to give back whilst also ensuring that we are working efficiently with our team.
In 2021, we launched our End of Roll project, small capsule collections made up with new fabrics and styles with approximately four collections dropped per year.
This month we are launching AL22, a single collection made up of wardrobe staples, with the collection available for a minimum of 12 months.
These two projects, are what I call the AL juxtaposition.
Fabric. It's a bigger element to AL than you might first think. From sourcing to pricing, to industry standard vs what we AL can do, there is a lot of consideration that goes into our fabrics.
To gift or not to gift....that is one big question we have been discussing at AL over the last few days.
After some interesting feedback on social media, we have been looking at the pros and cons of a marketing tool that is quite honestly one of the most powerful out there at the moment. But despite it's power, it is also heavily criticised and so Heidi and I have spent some time trying to work out whether it is a took AL should be utilising.
Check out this blog to see where we have landed....
This winter we are able to offer two offers for you, our wonderful customers. We have been working hard behind the scenes to come up with a way to give back whilst also ensuring that we are working efficiently with our team.
Reflecting on the last 12 months it is safe to say we are proud of what we have achieved. Very very proud. However, now we want to spread the word. And so this August we are focusing on our most engaged audience and community, which is on Instagram. And looking to spread the word of AL.
When was the last time you felt excited to work out your sizing with a new brand!? We are on a mission to remove the stigma around sizing, to make the shopping experience enjoyable from start to finish. And yes....this includes the dreaded job of working out your size.
