SWL’s Hattie Lee charts the development of boutique brand Never Fully Dressed.
It’s London Clothes Show Live 2008, and as I make my way through the maze of identical pop up shops and rummage my way through the sea of clothing racks, there was one stall that caught my eye. Like a child in a candy store I enthusiastically searched the rails unable to control the excitable clothes addict within me, as I knew I had uncovered something special.
This was five years ago, and since making the move toLondonthis year, I am delighted that I am now able to visit their stall on Portobello Market on a regular basis.
Unlike conglomerate high street stores, the team at Never Fully Dressed, fronted by designer Lucy Tighe, are personable in every way. Her regular contact with devoted customers whether it is at her vintage styled stalls on Portobello Market and Spittalfields, through their Facebook and Twitter pages or through their blog, she keeps her followers of the brand inspired and updated.
Even the smallest of details has been intricately planned as Lucy adds an individual and feminine feel to her delivery service by using cerise pink tissue paper to wrap up her garments. These are just a few prime examples of how Lucy and her team are always making a conscious effort to keep both old and new customers feeling valued and special.
It is truly a breath of fresh air to see a designer so in touch with her humble beginnings and dedicated to her brand. She is a credit to her market trading parents and to her grandfather who gave Lucy her Singer sewing machine at the age of seven.
Even the designer’s plans for the future are humbling as she said: “I have really built the idea of NFD as an umbrella for all sorts of charity projects involving fashion, film and the community.”
In 2010, Never Fully Dressed sold their jewellery to 100% fund the building of a school and a water well for the community and underprivileged children of Moshi inTanzaniain association with ChildReach International.
So what can you expect to find at Never Fully Dressed?
You will find a beautiful array of flowing frocks and shirts embellished with jewelled cuffs and collars, pretty pastel knits perfect for the forthcoming spring and jackets cut in a variety of flattering styles and pallets. This month my wish list for Never Fully Dressed grows, as I long for the neon back knit and khaki Annie jacket to be a part of my bursting at the seams wardrobe; which, as far as I’m concerned, can never be too full of Never Fully Dressed attire.
So five years since my personal discovery of this beautifully unique boutique, it is time for Never Fully Dressed to stretch their fashion giving wings. Being a part of ASOS Marketplace, Never Fully Dressed have earned their righteous place among other individual and designer boutiques. Celebrities have been pictured in their designs, and magazines have recommended them for their fashion forward creativity and reasonable prices.
For any South West Londoners who have been inspired by this story and want to witness the fashion treasure chest of Never Fully Dressed in person, have a stroll down to Portobello Market on a Saturday, because trust me, you will not look back.
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