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LUCY AYLEN
FoundHER of Never Fully Dressed
NEVER FULLY DRESSED is an inclusive, contemporary womenswear brand, loved by influencers, stylists, editors and celebrities alike, with Beyoncé, Emma Roberts, Kendall Jenner, and Zoe Sugg having donned pieces from its collection. Designed in-house with its community at the centre, the brand has every woman in mind, from sustainable women to curvy women to the momagers who desire to match with their little ones. Known for its signature floral prints, bright colourways and feminine patterns, there is a piece for every occasion.
Lucy Aylen is the British designer and face behind the vibrant brand she founded from her parents’ attic back in 2009. It was here she would design and customise pieces which she would then sell at internationally recognised London-based markets Portobello and Spitalfields, following in the footsteps of her entrepreneurial parents, who were market traders. “We’ve still got customers now who used to shop with me at the market – they’ve been on that journey with us,” she remarks. Its first brick and mortar store opened its doors just five years after its inception in Buckhurst Hill, Essex. The brand has also hosted international pop-ups across New York, LA and Barcelona.
Never Fully Dressed’s roster of models make up real women and long-time customers of the brand – a decision Lucy made alongside her team to ensure that every customer and the NFD community were represented and celebrated. “I want them to shop with us and feel that they are part of what we do,” she told WOTC.
For the philanthropic designer, Never Fully Dressed is much more than simply selling clothing. “We like to think [that] we’re more than a fashion brand […] we have a platform, but it’s then how we use that.” Giving back has always taken centre stage at the company, with the brand partnering alongside numerous charities, brands and individuals each year who resonate with its values. Their most recent partnership, the NFD x Charlotte Posner range, was designed by the contemporary artist herself and donated five GBP from every purchase of the Honeys Peace Tee to global charity Made by Dyslexia. Since its inception, the company has given away over forty thousand GBP to several charitable causes.
She considers herself “lucky” to have a community of women who voice their opinions on the brand and always welcomes customer feedback. “Fashion has always been indulgent in a way, whereas I think it’s [about] making something for the consumer, to make them feel confident and live their life the best that they can.” And Never Fully Dressed has achieved just that, with more than eighty percent of their pieces being available in sizes six to twenty-four. The brand is also currently in the middle of extending their signature pieces to be made available up to a UK size thirty. There was no doubt about it; Lucy Aylen is unifying women through clothing.
Sustainability also remains at the heart of each decision the brand makes. All packaging and labels are made from recyclable fabrics, and fashion pieces such as their tote bags are biodegradable. “We launched Pre-Loved at least two years ago where you can sell back your old NFD to us. It encourages the life cycle of your wardrobe, making sure you’re consciously purchasing and ensuring that your products will always have a home. There’s no landfill,” Lucy reveals to WOTC. NFD also practices sustainability through its use of fabric waste which pre-Covid went towards making its jewellery bags. The waste material is now used for its non-medical face masks, also available in the brand’s signature prints and colourways. “For larger wastage, we’re [always] looking at how we can repurpose those.”
Discover more about Never Fully Dressed and explore its latest pieces and learn how you can become an NFD influencer from your bedroom at neverfullydressed.com