Italian-born, London-based designer Alessandra Rich works from a showroom in Mayfair and a studio in Italy. Despite no formal design training, she launched the label with her Spring/Summer 2010 collection during Paris Fashion week. Now after many successful seasons her signature pieces have also made the brand a firm fixture on the red carpet and in the press. Amongst her followers are Nicole Kidman, Bella Hadid, Beyonce, Chloe Sevigny and Alexa Chung. Rejecting trends and believing in a new concept of femininity, Alessandra’s long dresses challenge the sometimes uptight image of occasion wear, balancing restraint with seduction, elegance with effortlessness and clean lines with impeccable construction, all the while being resolutely right for now. Her aesthetic is very simple, it communicates a personal style, outside the trends, ironic, intelligent and sensual. The shape of the dress can change - the seams, the pattern - but the feeling is always the same.
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