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New London labels

Fancy the first look at two brand new online London fashion labels? We're here to help!

It’s tough times right now for high street fashion retailers but two new mid-market, London-based, online-only brands have launched in the last couple of weeks and they both look promising.

First up is Palones, from Carmel Clothing, a design collective you won’t have heard of but whose work you’ll know as they create clothes for numerous big-hitters on the high street. Now they’ve launched their own label, Palones, with pieces ranging from £35 to £250, mostly made from archive fabrics and leftover fabric donated to London College of Fashion. Sizing is a big focus – the design team use whizzy 3D software to ensure perfect fit, there’s a comprehensive size guide online and you receive a complimentary tape measure with your first order.

Certain pieces are limited edition, with runs of only 100 – which means no more turning up to a party and seeing three other people wearing the same dress. We also like the attention to detail that allows lots of styling options – the sleeves on the trench coat, below, for example, can be worn at various lengths, while the grey hoodie has a detachable inner hood.

Black print maxi dress, £99 

Deconstructed trench, £185

Detachable hood sweatshirt, £69

Oversized leopard-print shirt, £99

Khaki shirt dress, £120

Harpenne, meanwhile, is a more sophisticated line from the home of teen favourite River Island  (although interestingly they’re playing that connection down). Price points are similar to Palones, ranging from £25 to £250, and again there’s an emphasis on fitting and flattering all body shapes. They don’t reveal their target age range (fashion brands never do) but the first collection certainly looks like it ticks a lot of boxes for busy midlife women, with versatile, grown-up pieces that can be styled up or down depending on your schedule for the day ahead.


Animal print/ lace midi-dress, £89

Reversible shearling coat, £249 

Green jumpsuit, £119

Burgundy lace trim blouse, £50

Navy leather biker jacket, £269

It’s interesting that both new brands have chichi European-sounding names (just as we’re about to leave the EU of course). I’d hazard a guess they’re hoping to follow in the footsteps of hotshot online Parisian line, Sézane. They’re both ones to watch, I reckon. Let me know what you think – and if anything sneaks into your basket.


Words @Kerry_Potter

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