Chic, considered and affordable, Finery London is the fashion label on a mission to re-inspire our wardrobes
The womenswear brand which was launched last spring has quickly become a street style favourite for its luxury concept-led pieces that come with very reasonable price tags. After only a year since going online, it has now made its way to the high-street in select John Lewis stores including Birmingham. We meet brand director Caren Downie to talk slow fashion and the new concession.
Finery is the brainchild of high-street royalty: Caren Downie former fashion director of ASOS, Rachel Morgans former head of buying at Topshop and Emma Farrow who was buying director at Topshop for an impressive 14 years. Clearly a fashion force to be reckoned with, yet with so many years between them in the world of fast fashion, Finery seems to be doing quite the contrary.
Why? ‘We were uninspired with the offer out there and we just thought it was time,’ says Caren, whose thinking was to bring back love to the high-street and cater to women who felt disenchanted by the increasingly younger looks on offer. Finery isn’t interested in fleeting catwalk trends; instead, the focus is on quality and considered pieces that last and importantly, aren’t wallet-destroying expensive or suspiciously cheap.
‘People want to make more considered choices because everyone is feeling that they have too many clothes,’ says Caren. Along with their well-cut trench coats and minimal shirts with a twist, Finery is into slow fashion. The thought is that women should own capsule wardrobe pieces with more permanency — a reflection of themselves, rather than the catwalks. Now that’s a fashion investment we can all see the sense in.
The S/S16 collection showcases colourful floral prints, pleats and ruffles through to razor sharp clean lines in a minimal palette. Whether you want a statement piece or something to quietly enhance your wardrobe, there’s something for everyone. As for John Lewis being the launch pad for the year old label, Caren reflects that, ‘John Lewis has lots of values that are aligned to ours and we felt they were an ideal partner for us.’
Take a look at our favourite pieces in the gallery below …