There is something so magical about the world about London Chic, a new brand waiting tantalizingly in the wings, begging for its chance in the spotlight. To the naked eye, it might seem like any ‘other boutique brand’, hungry for its chance to be noticed, prowling around the web snatching customers at whim. But that is where you are wrong, yes there is hunger but the hunger is more passionate than rooted in desperation and each item is lovingly curated in an imprint of what ‘customers really want’. New styles are added each week but unlike many major retailers who ‘up their prices’ with each new ‘collection drop’, no item in London Chic’s collection goes over £40. As someone who is self-employed and pays sky high prices for rent in London, finding a retailer who understands the need for ‘high quality’ yet affordable products can be a joyless task, yet London Chic fits the bill perfectly. Even jackets and outerwear such as bomber jackets and waterfall coats are all reasonably priced, with the most expensive item being £34.
Despite being new, London Chic’s collection has seemed to have mastered all the latest clothing trends; from sequin bomber jackets to embroidered playsuits, they have encapsulated each major S/S 17 trend with their own personal twist. Take the Nicole Jacket , a blush slinky maxi duster jacket, with ‘vintage pink undertones’. When -as Marie Claire put it- the ‘Parisian Triptyc’ of Celine, Givenchy and Chanel’ decreed ‘pink as the colour of the summer’ retailers quickly took notes to create their own perfect pink collection. While the Parisians indulged in their escapist ‘Barbie Girl’ fantasy, with tones of flamingo pink and fuschia, London Chic’s pink is more sophisticated, elegant and decidely grown up. Barbie pink might be popular with the Parisians but here in the UK it is evident that blush, nudes and soft pastel pinks rule the roost. You only have to look at the Topshop Unique who paired tailored pastel pink blouses with 60’s mini’s and black workwear slacks, merging the boundaries between ‘smart’ VS casual wear. Over at London Chic, the message or rather adoption of ‘pink’ is a little more simplistic, giving you the ‘wearer’/ ‘buyer’ unlimited styling possibilities. For me the 50’s prom dress ‘vibe’ was something which influenced many of my previous looks and would pair beautifully with the slinky nude coat.
While the 50’s are usually associated with floral tea dresses, the bodice & tulle skirt ‘dress’ were paramount elements of many 50s’s dresses, often styled in two different colours to create a ‘colour-blocked look’. For many young women, wearing these dresses would be the symbol of ‘liberation’ as cleavage would be shown, yet despite the 50’s dress’s ‘baring of skin’, many women would still ‘cover up with a shawl’ to create an illusion of modesty, as it was the ‘proper thing to do’. Thankfully in 2017, we are little open minded and see nothing wrong with a flash of cleavage or leg, thus the duster jacket which can be worn belted, open or somewhere in between was the perfect outerwear option because it allowed me to show off the sensual ‘bustier element’ of the 50’s prom dress. Maxi length duster jackets might not be the obvious choice when searching for outerwear to compliment a formal outfit but its slinky satin-like material and longer length turns the duster-jacket from a ‘pumpkin into a coach’ (and yes that was a Cinderella reference).
Speaking of slinky, London Chic seem to have curated a lust-worthy collection collection full of ‘ruched cami wrap dresses’ that wouldn’t be out of place at a 90’s red carpet event. The 90’s were famed for its overalls, bell bottoms and bombers but ‘formal wear’ was often modelled on the ‘underwear as outerwear trend’, which had a resurgence in popularity during S/S 16 catwalk season. The popularity of a cami or ‘slip dress’ was inspired by ‘contemporary lingerie shows’ such as VPL and saw many 90’s icons like Lil’ Kim and Christina Alguleira adopt paramount features like ‘camis’ cami dresses and corsets over outerwear, which many critics decreed was to depict themselves as ‘sex symbols’ in order to sell their music. Of course in my opinion the underwear as outerwear trend has nothing to do with marketing and is largely a sartorial celebration of the female body. After centuries of being told to ‘cover up’ women were able to draw inspiration from the sixties ‘free-spirited aestheticism’ and wear clothing which not only showed ‘skin’ but also empowered women to embrace their bodies. As someone who has chronicled her struggles with body dysmorphia, after being bullied for having small boobs and being slim, London Chic’s ruched slinky cami wrap dress allowed me to accentuate my small chest and show that its okay to wear any trend regardless of what shape or size you are because fashion is and will always be universal.
The problem is with many modern fashion concepts is that styles are limited to shape and size i.e. you can’t wear a particular dress because your ‘too curvy’ or your chest is too small to wear a ‘cleavage hugging dress’, but here at London Chic we are taught to love and appreciate the bodies we are given. Which is why I love bloggers like Tanya (Secret Plus Size Goddess) and Laura (What Laura Loves) , who embrace their beautiful figures as a big f**k you to an industry who attempts to put a label on trends and limits who can and can’t wear them. If you want to wear a mini skirt but are worried about what people think then who cares, your body, your choice. I grew up trying to hide the body I had been given because I was conscious of my petite frame but now it is a completely different story. I don’t mind having small boobs, am appreciating my figure and above all am becoming braver in my outfit choices, which I feel is a lesson well learnt. You don’t have to ‘show skin’ to feel empowered as we all make liberated clothing choices in different ways but for me the ‘underwear as outerwear trend’ is not something I would have been brave enough to wear three years ago as I was self-conscious in my skin but now I couldn’t care less what people think.
Does Fashion Make You Feel Liberated?
Shop Look 1
Shop Look 2
Fashion is the best way to express yourself externally. It’s all about wearing what you feel or who you want to be. I love that London Chic allows people to be themselves and to wear clothes through the years that help them express who they want to be no matter what their size is.
The little black dress never looked so glad. Love your looks as always.
Awesome awesome pictures. I love the first and last picture. Your whole body fits the image. I am positive that London Chic will get high ratings. Keep going. !!!
London Chic has such beautiful pieces. The blush pink of that beautiful maxi duster jacket is just stunning. The black ruched cami wrap dress is gorgeous as well. This seems like a really great new brand x
I love these looks especially that black dress!
I absolutely love 1950’s style! It’s also such a shame you were bullied due to your body, you’re gorgeous! xo
Love the backgrounds you find! This is why London is fab for shooting in! Theres nothing like that around my area! x
I used to be self-conscious about what I wore as well and thought I couldn’t wear things because they wouldn’t ‘flatter’ my body shape. But now I wear what makes me happy x
Wow, I always love your blog but I think these are my favourite looks so far! You suit pink but oh my black is just fab on you!!!
I think fashion can make you feel liberated if you wear exactly what you want to wear, not governed by anyone else. I love this range by the way, stunning.
im loving the black outfit , love the shoes x
You look so lovely in that pink I wish I could carry it off but I always look so washed out. I am so glad you have found a good retailer as it makes all the difference 😉
Looking totally chic in London chic – loving that ruched black dress!
don’t know much about fashion or london chic but I do love the looks you put together here. they honestly look flawless.
I really love the pink color and the necklace on that outfit is so perfect! I love it when my jewelry matches exactly.
I love your pink look and you are right, it does make me think of the Parisian 50’s! I am not a fan of the classic pink but I adore the subtle shades of it, like your maxi jacket. For the second outfit however, I imagine you being a little Audrey Hepburn in Breakfast at Tiffany’s! Simply lovely!
I love your look books both of your outfits are stunning and I love bits from each one.
Your all pink combination of clothes and bag is really amazing! The all black is so chique and the all pink so feminine! Love both looks!
xo Sabine
I have to admit I am all about practicality than fashion these days but I am coveting the peacock coloured bag
You look stunning! Absolutely love that dress – been looking for a new LBD, so may need to have a ganders at this one.
Kayleigh x
I love both of these looks. And that choker you paired with the black dress is so funky and fabulous! Great styling, babe!
love the pink look, i’m obsessed with pink atm xo
I love it when interesting new labels help to make great fashion more accessible. There’s some great stuff on their website.
This is the first time I have heard of London Chic, the pieces looks great on you and what amazing value xx
These prices are amazing! I am checking out all of their stuff. It is so hard to find good quality fashionable clothes are a reasonable price.
I’m a huge fan of all black, but I’ve got to say you are slaying that blush pink outfit! It’s so cute!
I love these outfits, you look great in all of them. Thanks for sharing x
I really love that black dress and also the too the floor light oral cover, both are so pretty and definitely things i could see myself wearing!
The pink dress is very flattering on you! You’re always sharing such awesome fashion tips.
You always look great, so effortlessly stylish!
I love the black dress. Everything together looks really great on you. Very stylish.
Oooo so many fabulous looks!!! I’m loving that pink dress!!!! Way too chic. Would love to see that hanging in my closet
Fashion makes me more artistic. I love both of the looks! I’ll use this as my inspiration on my next mix and match.
It can be so hard to find trendy, quality pieces that are also affordable. It looks like London Chic does an amazing job curating their selections. That blush duster is incredible.
Fashion is one of the best ways to express yourself and it’s so good when you come across an affordable brand x
I adore fashion, always have always will. Trouble is I have no where special to go, most of my days are spent at the park with the kids or the dog so I never get to wear my special things much. Love both these looks, I have some shoe/boots like your black ones 🙂
I love the skirt part of the pink outfit! It’s so flirty and fun. I really need to dress up more often. I spend way too much time in my pajamas, lol.
You look like a pin up siren in the black number- I LOVE it!!! I love finding an affordable brand.
These outfits are to die for! I love the trend of styling the same colour together, and you manage to do it without making the outfit look overwhelming, but rather aesthetic instead. I also understand what you mean about pricing in comparison to geographical location, and it always feels like home when you can find a fashion store that offers both quality and at a reasonable price. Honestly, your styling on this is stellar. x
https://queensandkinks.com/
I love brands that are budget friendly. London Chic looks like it will be budget friendly. I love the styles of clothing they have already.
I love both these looks and you look fab always, but my fav is that pink bag! I love the colour and the watch too they look way more expensive than they are i wasnt expecting them prices, perfect!
You always look fabulous! That london chic waterfall coat is amaze!! great styling & obsessed with your sunnies as well!
Yes, fashion makes me feel liberated. Fashion is freedom! London Chic is a gem, I mean I can’t believe their collection fit with the fashion trend yet the price is reachable. Your black outfit is my favourite.
Both of these looks are amazing!!! I know my wife would be all over the pink dress and coat outfit!
Love these looks, they look great on you…your photographs are amazing 🙂
All of those dress looks gorgeous and elegant! It really sounds like London Chic collection is a promising brand for fashion outfit because you look so lovely.
Amazing outfits and I absolutely love the peep-toe boots in that last photo x
I love the pink outfit (that Dorothy Perkins dress, O MY!!!!), and however I’m a fan of french chic, in this case the “Londoner” blush pink and pastels are closer to my taste!
You look very pretty in pink and lovely in black too! 🙂
Love fashion that is a bit different but don’t live near any boutiques. Keen to check these out as such an affordable price! Even I can afford that 😉 and never thought I was a fan of pink but loving that colour! I want that bag 🙂 x
The pale pink is cool but I love the all black look on you. Love it and versatile and you rock it per usual!
Great post! I think the black is my favorite yet of all the looks you’ve done. I also love the call out to women who are embracing their bodies .. no matter their size or shape. Horray to women everywhere!
The first outfit is my favorite! The light pink color is just so pretty.
Gorgeous! You look fabulous in that black outfit. Love the booties. And those sunglasses are really fun!
Wow you look absolutely stunning, that black dress looks incredible on your figure and I love that you’ve paired boots with it too xxx
All i can say is that you are totally pretty and fashionable. it really fits you. hope i can have that kind of body so can wear one.
I love the way you dress. It is so elegant. I hope i can have that gorgeous figure so i can have one.
You look fabulous – I’ve never heard of this brand! But I love a bargain and with nothing under £40 it looks like a site I’ll definitely have to check out!
These outfits look great, cant believe how affordable these outfits are
London Chic seem to have some gorgeous clothing. You look great in all the featured outfits. I love Tanya’s and Laura’s blogs both have a great sense of fashion and I love to read up on them regularly as well as your blog of course 😉
These are both lovely outfits. I love the blush color! It’s perfect for spring!
I love this look on you! Pink is so fun and romantic but that black dress is stunning!
Loving all these outfits on you! Especially that dusty pink floor length coat
I didnt know bout dysmorphia till reading this. WOw
And once again you make a product review/advert sound so magical and enticing. i love it! and have no clue how you do that. find the words that seamlessly flow
Amazing
Great article, it was very good reading and full of sentiments that equals my own. Fashion should be used to express one’s own individuality and yes, thank God, we’ve come a long way from the time we’re told to cover up. Love the outfits you’ve chosen to showcased here, they fit your perfectly!
I love the black dress on you – flawless! And those walls are looking amazing as ever 😉
It’s the first time I hear about this boutique and I feel like to go back to London just to visit it. The dresses you show us are so girly and smooth, I think they can fit on anybody willing to be elegant and easy at once! I like both the pink and the black dress.
I love finding new brands like this that are affordable too! My favourite is the first look, a great look in the lead up to Spring! Ana you’re beautiful!!!!
You’re so pretty! I really love all your looks. Me on the other hand i haven’t got a stylish bone in my body.
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http://www.kissablekreations.co.uk
What a great brand, I love the clothes. Your photos are stunning as always. Kaz 🙂
I haven’t heard about London Chic before but will definitely check! I love the black outfit, so elegant x
I photograph many fashion bloggers and I always see them as artists. I wish I could piece together outfits like this! Loving this collection!
You always find THE COOLEST backdrops to use in your photo shoots. Loving these looks on you, and what a great price point! x
Beautiful outfits, you look stunning in them 🙂
I love all the pinks. Such a stylish look.
The Nicole Jacket is lovely. You look lovely as always xo
It sounds like a fantastic brand, the prices alone make me want to take a peek, and the fact you look gorgeous as always
I love the look in the first picture, you look amazing & I love that pink shade. Those shades though, AMAZING.
You rock both those looks so well! Good for you, not caring about what other people think, I really need to try and do that more myself. Sounds like London Chic is a really great brand.
I love both of these but I would totally wear the first one, blush is my favourite colour and one which I wear more often than not if I am buying a dress! You can pull anything off though!
I love fashion. It makes me feel very good. You look great.
I’ve not heard of this brand before but you look amazing in these outfits. Especially the pink one, that look is just beautiful! xo
I love your looks as always as i do. Your dress is fantastic and i love your shoes as well.
Patel pink looks gorgeous on you! and that black dress.. BOMB! you are such a hottie! x
I had never heard of them before. I really like that black dress and the ankle boots outfit. You look so chic. I have been obsessed with everything black these days.
It’s great that nothing is over £40. Perfect for my mummy’s budget. They look like great pieces.
Great that you feel liberated when it comes to clothing choices Ana. There’s a great freedom in being fearless when it comes to fashion choices…..wear what makes you feel good and happy about yourself and f*** the begrudgers……x
I love the colors of the rose ensemble. It is the perfect color to pair with day and night makeup looks and really looks great on you.
I love your inspirations Ana! You look incredibly beautiful!! Awesome looks! Stylish, chic and fabulous!
omg! i absolutely love the all black look. you look stunning. Every piece is my favorite <3
I love both looks! also that little 50s history is really interesting and reminds me of mad men haha
I am in love with the little black dress and fluffy coat combo, I yearn for the days when I can express myself through my clothes properly again, mostly I drag on what is comfy to get through the day with 3 kids!
I love these looks! My favorite is that last one–those sunglasses are the best. I need a pair.
I love the black dress. It’s so versatile.
You look fabulous honey, I am in love with the blackk dress. i’ve heard some great things about this new brand, it is a total watch this space.
I really love that bag! These are great looks
I love love love the all pink outfit, it’s gorgeous on you! And I love how you’ve matched the different textures too. How can you pull off that tu tu skirt, amazing! xx
Looking stunning Ana! London Chic have some lovely pieces. I love the pastel shades of pink, perfect for spring 🙂
Have a fab weekend x
Oh my goodness!! It is an absolute honour to get mentioned in your amazing blog. It has made my year to be mentioned by a blogger of your calibre and esteem. I love reading all your posts as your style is incredible, and so on point. Here’s to many more years reading your posts xxx
Aw Tanya, that really means a lot and your very welcome. I am always inspired by your body positivity and you always look fabulous in your vintage dresses which I love! Here is to many more years reading your posts too 🙂 xx
Faboulous dressing. Love the colors and your accessories. You look absolutely stunning. Love the pastel pink!!
Awesome pictures and outfits. Love the black dress.
stunning and affordable? What is not to love with this brand then! I love all of the outfits, but my favorite is, of course, the black dress. You look amazing in it. Really pretty. Blessings!
Lovethe dress and agree that we should love and appreciate the bodies we are given. Great post 🙂 x
These outfits look great on you! x
I dress for practical reasons as I get older – I do like fashion but it doesn’t affect me really. Love the pricing of this brands pieces. Kaz
what a great post! london chic is worth trying . great pics and love the waterfall jacket and little black dress. You have a great styling sense, always coming to this blog for some fashioninspiration! thanks and cheers
Fashion is your chance to express your personality but also your emotions. Great to find items of high quality at reasonable prices and support local businesses
Yes, yes, yes this says London all over and as always you look fab. Both outfits look chic hun 🙂 x
I can’t believe everything is so cheap!! That’s amazing! I’d expect to pay way more for those outfits, they look really expensive!