Never Fully Dressed dips its toes in Los Angeles

By

Chenu Alexis

Published
Sep 19, 2022

British designer Lucy Aylen, founder of the fashion brand Never Fully Dressed, invites herself for the first time in Los Angeles, with a pop-up at the trendy Platform shopping location.

Contemporary womenswear brand, Never Fully Dressed, was established from a small store in Essex in 2014, where the designer learned all the basics of a business in trade. Lucy Aylen started manufacturing clothing from her parent's attic and selling pieces at London's Spitalfields and Portobello Road markets.
 
Noticed by celebrities, including Beyoncé wearing a leopard dress that sold thousands of copies, the brand became known for its bold and colorful prints collections, inclusive sizing with clothes up to a size of 26, and versatile dresses that customers can wear five different ways. The brand has rapidly grown to become an Instagram favorite with a community of nearly 1.3 million followers.

In 2019, the brand opened concessions in Selfridges branches in London, Manchester and Birmingham, and the same year it partnered with reality TV’s Made In Chelsea, while its international exposure grew with 15 stockists worldwide, including the U.S. and Australia.

The pop-up is live at Platform LA until September 27, and brings the last Never Fully Dressd products as well as exclusive pieces for its U.S. customers and collectible location specific tees and tote bags available to purchase.