The Icon Dresses 

Starlight is the one everyone knows. It’s been worn to garden parties, holidays and sunny days that turn into dinner. The shape stays familiar, with a panelled waist, buttons through the front and pockets for the things you don’t want to carry. The mood changes with every print, shade and length. There are midi styles, mini moments and selected petite fits too. Wear it with sandals for day plans or add heels when the diary says table booked.

Charlie is the dress that looks good on everyone. It has a relaxed shape that feels light from the first wear, with a shirred top and soft skirt that works for holidays, weekends and all the plans in between. There are so many prints and shades to pick from, from gingham to soft cotton colours. Some Charlie styles come in petite too, which makes it even easier to find your version.  Just add flat sandals, a basket bag and somewhere nice to wander.

Dara is the one that makes everyday plans feel a little more special. With its puff sleeves, lace trims and relaxed tiered skirt, it’s a day dress with enough detail to make coffee feel like a plan. The florals are hand drawn in house and selected styles come in regular and petite. Gingham is coming soon too, which feels very Dara. Keep things easy with sandals or pair with heels for those spontaneous summer events.

Alice has a little more of a dressed-up feel. For days that might turn into something and for plans where you want to feel like you didn’t overthink it but got it exactly right. The bandeau shape, pleated bodice and full skirt give it that sunny day feeling, while pockets and back shirring keep things easy. Look for statement polka dots or soft colour. Style it simply in the day then switch to a heel when evening comes around.

Reign is for the moments you’ve been looking forward to. It’s made for weddings, parties and those invites you’ve been thinking about for weeks. The round neckline feels simple at first, then the criss cross back brings a little surprise. It comes in soft shades, brighter colours and selected petite styles. Keep the styling easy with a small bag, simple jewellery and barely there heels.

Fifi is the one you choose for special plans. It has that satin at sunset feeling, with jacquard florals and a scarf tie that drapes softly down the back. It’s in several shades, but it’s always the “where did you get that?” dress. Add heels for the invite then swap to flats later when the dancing starts.

Naomi is the evening plan dress. It has a soft romance to it, with ruching through the front that makes the fit feel easy before falling into a relaxed shape. It comes in mood lifting colours, from electric blue to green, navy and red. Made for candlelit dinners, summer parties and the plans that start with “just dress nice”. Wear it with simple heeled sandals, gold jewellery and a little clutch bag.

Audrey is the everyday dress. Made in soft double gauze cotton, it has a shirred bodice, V-neckline and pockets. It comes in easy shades like navy and deep plum. It’s made for day to day dressing, but still has that little something that makes even the smallest plans feel nicely put together. Office days, coffee plans and weekend errands that turn into lunch. Trainers keep it easy. Sandals make it sunny.

Layla is for occasion plans with an easy kind of romance. It feels right for garden parties, summer weddings, dinner dates and all the lovely things that call for a little more. The V-neckline, ruffle sleeves and underbust seams give it shape while still feeling soft to wear. Choose from soft colour, deeper shades, florals, chiffon and selected petite styles too. Add heels for the main event with touches of jewellery.