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Our Brands: Darling London

London’s fashion scene is one to be envied, especially come wintertime when the bitter cold calls for gorgeous coats, adorable shift dresses and tasteful knits.

My Friend Alice is bringing London fashion a little closer to home by welcoming Darling London to her brand family.

The label was first launched in 2008 as the vision of Nadia Moraes, then independent boutique owner, who spent years sourcing amazing pieces for her shops.

Frustrated with the lack of affordable, beautiful and stylish clothing on the market, she launched her own label – Darling.

Since its launch, the brand has grown to become an award winning independent women’s clothing brand with an ultra feminine, vintage inspired and quintessentially English feel.

Fittingly, the label joined My Friend Alice’s family of brands for Autumn/Winter 2016.