Isawitfirst adapts AW20 collection to new normal

By

Barbara Santamaria

Published
Oct 2, 2020

Isawitfirst has launched a new Autumn Winter collection designed with the new normal in mind.

Featuring everything from power suits and heels to this year’s uniform, loungewear, the new AM to PM range aims to provide work-from-home outfits as well as glam dresses for dinner parties.  

The British fashion brand, founded in 2017, enlisted a diverse cast of models for the AM to PM campaign to ensure that every woman felt represented. The campaign was shot in London.

Leanne Holmes, head of brand at Isawitfirst, explained: “We wanted to produce an AW20 collection that not only reflected our style but would also work for our customers in their new normal. We feel there is something for every woman in this collection, no matter their size, skin colour, sexuality or bank balance.”

The Manchester-headquartered brand founded by Jalal Kamani, a member of the billionaire family behind fast-fashion powerhouse Boohoo, is one of a wave of companies targeting young, style-obsessed customers with affordable, sexy clothes.

Last year, Isawitfirst signed a deal to sponsor ITV2’s hit TV show Love Island, which drove sales up by 67% month-on-month. Little financial information has been released by the company, which claims to have seen a “rapid rise from a small Manchester brand to one of the leading forces in the UK’s fast-fashion landscape”.