Never Fully Dressed has become a world renowned brand, thanks in part to their strong presence on Instagram.
In addition to offering convertible garments that can be worn in a multitude of ways, the London-based brand provides instructional videos on how to achieve that versatility across their social channels.
FEMAIL chats with the brand’s founder, Lucy Anne Tighe, about the must-have wardrobe staples that can take you from day (demure) to night (sexy) with a few styling tricks. Get it, girl!
‘Originating from the economic crash, we wanted to give our customers the opportunity to buy garments that could be worn in multiple ways for both savings and sustainability,’ said Lucy.
‘This includes full closure for a demure look or tied a different way for a sexy look,’ she added.
The ‘Chester’ is one of NFD’s most popular styles, and probably the only button down blouse a gal needs in her wardrobe, because of it’s versatility.
‘We love how the ‘Chester’ can be taken from work to cocktails — from a full coverage look to slipping down that shoulder for added sass (it can also be worn backwards).
‘It’s low maintenance, sexy, city-wear that touches on the pajama trend.’
Other cult favorites include the ‘Jaspre’ skirt and the ‘Animal Print Reversible Wrap Dress’, both featured on NFD’s Instagram with instructional clips.
‘Our styling videos and images shown across our social platforms show our customers how to dress fully covered for more formal occasions or slightly less for added sass.
‘We want styles to be reinvented, i.e. the skirt can be worn at work, on a date or even to a wedding. We try to show at least 3 ways to wear any 1 garment, allowing versatility for all occasions.’
NFD was founded before the launch of Instagram, so the label has grown with the platform giving them an authentic edge in such an over saturated market.
‘Newer brands are all about Influencer outreach,’ said Lucy. ‘We have maintained our story telling which is completely customer facing, making us an approachable brand.
‘The DM’s we receive as so personal, we build relationships with our customers through the channel.’
Lucy reveals that the label’s top selling pieces are the ‘JoJo’ dress, the classic wrap dresses and their suits – all sexy in a subtle way, empowering women in their femininity.
While many brands turn to the catwalks for inspiration, Never Fully Dressed focuses on their clientele.
‘Our customer is our muse, our customer is our Influencer, that is who inspires us.’ Lucy revealed. Adding culture, history, travel and high fashion to the mix.
The designer also highly regards her mom as her muse for her strong work ethic and fashion repertoire continuously influencing the brand.
US fashionistas can rejoice! The brand has some exciting plans with big retailers as well as direct distribution in America, coming soon.
Just in time for fall/winter, they released a leopard print coat and clash print faux fur scarves; the perfect layering pieces over skin-baring garments!