Fashion media duo launch new womenswear brand

By

Barbara Santamaria

Published
Sep 7, 2016

A former Look magazine editor and a former Look and InStyle publishing director have joined forces to launch Sosandar, a new online womenswear brand that fuses a fashion-forward clothing line with style inspiration, news and advice.

Ali Hall and Julie Lavington hope to bring a new perspective to the fashion industry as they deliver flattering pieces that are both stylish and feminine.

The collection, designed by an in-house team, features sleek outerwear, luxurious leather jackets, pencil skirts, directional separates, dresses and outfit-topping shoes. 

"I saw a real gap in the market for trend-led clothes that cater to what women really want - be that dresses with sleeves or hemlines that aren't bum skimming," explains Hall.  "Realistically, not many women buy knee-high boots in July; Sosandar's drops aren't dictated to by what has become an increasingly irrelevant retail calendar.”

Ali Hall and Julie Lavington launched Look in 2007, achieving instant recognition as the UK's best-selling fashion magazine.

Lavington says: "After years in the fashion publishing business, we can use our experience and knowledge of what women want in their wardrobes to bring a fresh outlook to a flourishing UK fashion industry".

According to a statement, the company’s proposal proved to be irresistible for independent directors and managed to secure full backing.