About Us
Meet Emily & Oliver
Long before there was a shop, there were two people who couldn't walk past a shop window without stopping.
Emily and Oliver both studied fashion and spent years working for other people's labels. It was long enough to know what they didn't want to do. Season after season, they watched collections arrive that were designed for someone half their customer's age, and they kept thinking about the women they actually knew. Women who wanted to feel elegant without feeling like they were dressing up as someone else.
So they started something of their own. Together, as a couple, with rather more courage than certainty.
A Shared Passion Meet Emily & Oliver
Long before there was a shop, there were two people who couldn't walk past a shop window without stopping.
Emily and Oliver both studied fashion and spent years working for other people's labels. It was long enough to know what they didn't want to do. Season after season, they watched collections arrive that were designed for someone half their customer's age, and they kept thinking about the women they actually knew. Women who wanted to feel elegant without feeling like they were dressing up as someone else.
So they started something of their own. Together, as a couple, with rather more courage than certainty.
A Shared Passion
For Emily, it has always been about the moment a parcel is opened. When the dress comes out, goes on, and the woman wearing it stops pulling at the fabric and simply likes what she sees.
For Oliver, it's the part nobody notices when it's done well. The weight of a fabric, the way a seam sits, a parcel that arrives properly packed and on time.
Between the two of them, that's the whole shop.
What We Choose, and What We Don't
More than ten years later, they still choose every piece by hand. Nothing goes into the collection because it's trending. It goes in because it drapes well, because it's comfortable to sit down in, because it still looks right at the end of a long day.
That means saying no rather often. To the dress that photographs beautifully but creases within an hour. To the trousers that only work on one shape. To anything that will look dated by spring.
What's left is a smaller collection than most, and that's the point.
More Than a Shop
Every order is packed by hand, and every email is answered by someone who knows the collection. Not because it's efficient, but because it's how they'd want to be treated themselves.
Some customers have been with them for years now. They write to say a dress worked at a wedding, or that they finally found trousers they can wear all day. Those messages still get passed between the two of them.
Looking Ahead
Ten years on, the idea hasn't changed. Clothes that let you stop thinking about your clothes, so you can simply feel like yourself.
Thank you for being part of it.
Emily & Oliver London