The sisters Stephanie and Samantha Frost launched the modern clothing line Pretty Lavish. Their goal is to enable everyone to afford and have access to upscale apparel. What started off as a modest endeavor in their living room has grown into a reputable brand in the fashion business. The company is renowned for its classic styles, fine fabrics, and dedication to offering modern ladies fashionable yet reasonably priced apparel options.
Journey Of Pretty Lavish:
The launch of Pretty Lavish took place in 2013 from the modest setting of Stephanie and Samantha Frost’s living room. This humble beginning was only the start of their remarkable journey in the fashion industry. Their first collection, designed in their mum’s loft, quickly gained attention and marked an initial success for the brand. This early triumph set the foundation for what would become a well-respected name known for its elegant designs, quality materials, and affordability.
Expansion:
Pretty Lavish had grown so much by 2017 that they needed to open their own retail location and commit office space. The firm reached a major turning point with this development, moving from an online-only to a physical retail space where clients could see their exquisite products up close. The team was able to create and extend their collections in a professional setting thanks to the new office space, which solidified Pretty Lavish‘s position as a major player in the fashion market. This action not only improved brand recognition but also reaffirmed the company’s dedication to providing high-quality, reasonably priced apparel to a wider market.
Current Growth And Trends In The Fashion Industry:
Pretty Lavish has maintained its success and carved out a unique niche for itself in the fashion business in recent years. The business has gained particular recognition for its expertise in innovative bridesmaid designs, opulent knitwear, and exquisite occasionwear. Every one of these lines reflects the brand’s dedication to quality and value, appealing to modern preferences without sacrificing classic appeal.
The Pretty Lavish Head Office, located in the charming countryside close to London, is the creative center where magic is made. A great deal of attention to detail goes into the design process, from choosing high-quality fabrics to creating stylish and comfortable pieces. The crew is motivated by this beautiful environment, which also frees them up to concentrate on creating superior clothing that embodies the brand’s values. Consequently, Pretty Lavish keeps influencing the fashion industry and setting trends.
Key Milestones And Achievements:
Pretty Lavish has reached numerous milestones throughout its journey, marked by several notable achievements. Here are some of them:
May 2023: Selfridges Exclusive Conscious Collection:
In May 2023, Pretty Lavish proudly launched its exclusive Conscious Collection at Selfridges. This collaboration highlighted the brand’s commitment to sustainability and providing eco-friendly fashion choices. The collection featured meticulously crafted pieces made from sustainable materials, aiming to minimize the environmental impact while maintaining the brand’s signature elegance and sophistication.
July 2023: Featured In Times Top 100 Fastest-Growing Companies:
Come July, Pretty Lavish was recognized in The Times’ list of the Top 100 fastest growing companies. This accolade underscored the brand’s remarkable growth trajectory and its widespread appeal among consumers looking for high-quality, affordable fashion. It was a testament to the hard work and dedication of the Pretty Lavish team.
October 2022: Partnering With Salvation Army For Donations:
In October 2022, Pretty Lavish partnered with the Salvation Army to introduce a take-back donation scheme. This initiative encouraged customers to return their preloved Pretty Lavish items to be donated to those in need. It was a significant step towards fostering a circular economy and promoting social responsibility.
January 2021: Release Of The First Conscious Collection
Starting the year on a transformative note, Pretty Lavish released its first-ever Conscious Collection in January 2021. This collection was celebrated for its use of sustainable fabrics and ethical production practices, marking a significant turning point in the brand’s journey towards more responsible fashion.
April 2021: Launch Of The First Curve Collection
In April 2021, Pretty Lavish expanded its inclusive fashion offerings by launching its first Curve Collection. This collection was designed to cater to women of all sizes, ensuring that everyone could enjoy the elegance and style synonymous with Pretty Lavish.
November 2021: Nomination For Drapers Pureplay Of The Year Award
To cap off a successful year, Pretty Lavish was nominated for the Drapers Pureplay of the Year award in November 2021. This nomination recognised the brand’s excellence in the e-commerce sector and its innovative approaches to online retailing.
Product Highlights Overview:
Pretty Lavish offers an array of stunning products that have captivated their clientele. Here are some of the top items from their collection:
Rinna Cut Out Maxi Dress:
The Rinna Cut Out Maxi Dress in the Lemon Abstract Floral print is a standout piece from Pretty Lavish’s collection, embodying the brand’s commitment to both style and sustainability. Curated from one of the in-house designed prints, this dress is perfect for making a statement at any event. The V-neckline and ruffles throughout the bodice add a touch of elegance, while the side and back cutouts provide a contemporary and eye-catching twist. The maxi length ensures a graceful silhouette, making it a versatile addition to any wardrobe. Constructed with conscious fibres, excluding lining and trims, it reflects Pretty Lavish’s dedication to eco-friendly fashion. The dress is made from 100% polyester for the main fabric, while the lining contains 91% polyester and 9% elastane, offering a comfortable fit. Pair it with some barely-there heels for a complete, chic look that is bound to turn heads.
Lucie Cut Out Maxi Dress:
The Lucie Cut Out Maxi Dress in Red and Beige Floral presents itself as an exemplary fusion of elegance and modernity. Crafted from a printed chiffon fabrication and fully lined for comfort, this dress exudes a sense of effortless sophistication. The flattering halter design with a back tie detail accentuates the neckline while also providing a customizable fit. Its empire waist design seamlessly transitions into a full pleated skirt, adding a touch of vintage charm to the overall aesthetic. The maxi length further enhances its graceful silhouette, making it a perfect choice for both casual and formal occasions. Composed completely of 100% polyester for both the main fabric and lining, the Lucie Cut Out Maxi Dress promises durability without compromising on style. Whether worn to a garden party or a formal evening event, this dress is sure to make a lasting impression.
Amelia Ruched Maxi Bridesmaid Dress:
The Amelia Ruched Maxi Bridesmaid Dress in matte olive is a sophisticated choice for modern bridal parties, offering a luxurious blend of elegance and contemporary design. Crafted from high-quality satin, this dress is based on the bestselling Amelia style, featuring one-shoulder pleated detailing and draped accents that add a touch of romance. The side split not only provides ease of movement but also introduces a hint of allure. Given the delicate construction of the fabric, care should be taken to avoid snagging when wearing jewellery and accessories. To maintain a cohesive look, it is advised that dresses for the entire bridal party be purchased together to avoid any potential shade variations that might arise from different production lines.
Piper Maxi Bridesmaid Dress:
The Piper Maxi Bridesmaid Dress is an exemplary addition to Pretty Lavish’s exclusive Bridesmaids collection, renowned for its luxurious satin fabric and sophisticated design. This bestselling piece features a flattering V-neckline complemented by under-bust detailing that enhances its femininity and elegance. The high-back silhouette provides additional coverage and support, making it perfect for all body types. Its slim fit effortlessly transitions into a graceful maxi length, offering a timeless and elongating effect. Crafted from 100% polyester, the Piper Maxi Dress promises both comfort and durability. Pair this stunning dress with mules in a similar tone to complete the look, ensuring that bridesmaids radiate confidence and style on the special day. Attention to detail in both design and material truly sets this dress apart as a standout choice for modern bridal parties.
Nadine Ruffle Maxi Dress:
The Nadine Ruffle Maxi Dress is a testament to Pretty Lavish’s dedication to blending luxury with sustainability. This dress boasts a beautiful array of asymmetric ruffles, creating a dynamic and elegant look that is sure to turn heads. The adjustable straps ensure a perfect fit, catering to individual preferences and providing optimal comfort. Crafted from luxurious recycled chiffon, the dress exemplifies the brand’s commitment to using conscious fibres. The main fabric consists of 100% recycled polyester, while the lining includes 92% polyester and 8% elastane, providing a slight stretch for added ease of wear. The combination of high-quality materials and thoughtful design results in a dress that is not only eco-friendly but also incredibly stylish and comfortable. Whether for a glamorous evening event or a sophisticated daytime gathering, the Nadine Ruffle Maxi Dress offers an impeccable blend of style, fit, and sustainability.
Amelia One Shoulder Ruched Satin Dress:
The Amelia One Shoulder Ruched Satin Dress, featured in Pretty Lavish’s Maximal Minimalism September-October collection, is a stunning embodiment of modern elegance and sustainability. This dress, curated from a luxurious recycled satin blend, offers a sophisticated look ideal for evening events. Its midiaxi length and gathering along the right-hand side provide a flattering silhouette that accentuates the figure. The asymmetric neckline paired with a thigh-high slit introduces a bold yet elegant twist, ensuring you stand out in any crowd. Crafted from 55% recycled polyester and 45% polyester, this dress aligns with the brand’s commitment to eco-friendly fashion without compromising on style or quality. Pair it with your favourite heels, and you have a refined, chic outfit perfect for any sophisticated occasion.
Keisha Maxi Bridesmaid Dress:
The Keisha Maxi Bridesmaid Dress is an exquisite addition to Pretty Lavish’s bridesmaid collection, earning its bestseller status with ease. This dress is crafted from luxurious satin that boasts a silk-like feel and an elegant sheen, ensuring that it captures attention while maintaining a sophisticated air. The flattering subtle cowl neck adds a touch of timeless elegance, while the spaghetti straps offer a modern, minimalist aesthetic. Its stunning maxi length drapes gracefully to the floor, creating a fluid and elongating silhouette that is perfect for special occasions. Made from 100% polyester, the Keisha Maxi Bridesmaid Dress combines style with durability. However, given the delicate nature of the fabric, wearers should exercise caution to prevent snagging with jewellery and accessories. Overall, this dress harmonizes a lavish design with practical wearability, making it a superb choice for any bridesmaid.
Maddie One Shoulder Printed Jumpsuit:
The Maddie One Shoulder Printed Jumpsuit in pink and red floral is a standout piece that effortlessly combines modern design with a touch of feminine charm. This jumpsuit, part of Pretty Lavish’s in-house designed collections, features a striking one-shoulder detail and kimono sleeves that create a unique and flattering silhouette. The ruching at the waistband accentuates the waist, adding definition and elegance, while the wide-leg design offers both comfort and a fashionable flare. Crafted from high-quality materials, the main fabric is composed of 100% polyester, and the lining is made up of 91% polyester and 9% elastane, providing a slight stretch for a comfortable fit. Pairing this jumpsuit with barely-there heels completes the statement look, making it perfect for occasions where you want to stand out. This piece not only showcases exquisite design and comfort but also promises durability and style, making it a versatile addition to any wardrobe.
Esmee Maxi Bridesmaid Dress:
The Esmee Maxi Bridesmaid Dress stands out with its luxurious satin fabric that offers a silk-like feel and lavish sheen, epitomizing elegance and sophistication. This dress, based on a bestselling shape that has garnered much admiration, features a flattering V-neckline and under-bust ruching that adds an extra touch of finesse. The combination of aesthetic appeal and comfort ensures that bridesmaids not only look stunning but also feel at ease throughout the event. As for care, the dress is crafted from 100% polyester, promising durability while maintaining its exquisite appearance. The attention to detail in its design reflects the meticulous craftsmanship that Pretty Lavish is known for, making the Esmee Maxi Dress an impeccable choice for modern bridal parties who seek both elegance and comfort.
Evie Ruffle Maxi Dress Curve:
The Evie Ruffle Maxi Dress Curve brings elegance and comfort together in a beautifully designed piece that caters to the modern woman’s diverse needs. Crafted from luxurious chiffon fabric, this dress is fully lined to ensure it conceals a bra, providing both style and practicality. The classic V neckline and voluminous long sleeves with elasticated cuffs add a touch of sophistication, while the functional button and keyhole at the back neck offer subtle detailing. With elastic along the back waist, the dress promises a comfortable fit, and the straight-fitting skirt with a side split skims the body effortlessly, making it a true-to-size masterpiece. Composed mainly of 100% polyester, with the lining containing 91% polyester and 9% elastane, this dress incorporates 60% recycled polyester in its main fabric, exemplifying Pretty Lavish’s commitment to sustainability. The Evie Ruffle Maxi Dress Curve is perfect for any formal gathering or special occasion, combining a timeless silhouette with conscious materials for a responsible yet stylish choice.
50% Off Outlet Sale:
Shoppers shouldn’t miss the spectacular 50% off outlet sale, where an array of exquisite pieces are available at unbeatable prices. This is the perfect opportunity to update wardrobes with luxurious, stylish outfits without breaking the bank. From elegant dresses to chic jumpsuits, the outlet sale offers something for every occasion.
Newsletter Discount:
Customers looking to enjoy additional savings can sign up for the newsletter to receive an exclusive 10% discount on their first full-price purchase. Newsletter subscribers not only gain access to special discounts but also stay up-to-date with the latest collections, style tips, and exclusive previews. By joining the Pretty Lavish community, shoppers can start saving on their favorite pieces today.
Commitment To Sustainability Materials:
Pretty Lavish is dedicated to leading the fashion industry towards a more sustainable future through the thoughtful selection and responsible use of materials. A core component of this commitment is the utilisation of organic cotton, which is grown without harmful pesticides and synthetic fertilizers, ensuring a reduced environmental impact and enhanced soil health. Additionally, the brand embraces digital printing techniques that significantly lower water and energy consumption compared to traditional methods, reflecting a broader dedication to eco-conscious practices in every aspect of production.
In alignment with these sustainability goals, Pretty Lavish also incorporates recycled polyester (rPET) into their collections, which is crafted from post-consumer plastic waste, such as discarded water bottles. By turning these materials into new, high-quality fabrics, the brand not only diverts waste from landfills and oceans but also reduces the reliance on virgin polyester, a plastic derived from petroleum.
These efforts have not gone unnoticed, as Pretty Lavish has achieved certification against several esteemed Textile Exchange Standards, including the Global Recycled Standard (GRS), the Recycled Claim Standard (RCS), the Organic Content Standard (OCS), and the Global Organic Textile Standard (GOTS). Each of these certifications serves as a testament to the brand’s rigorous adherence to environmental and social criteria, ensuring that their products meet the highest standards of sustainability and ethical production. Through these initiatives, Pretty Lavish exemplifies a genuine commitment to creating fashion that is not only stylish and high-quality but also environmentally responsible and conscious.
Animal Welfare Policy:
Pretty Lavish is firmly committed to maintaining high standards of animal welfare throughout its supply chain. The brand ensures that all materials derived from animals, such as wool, comply with strict ethical guidelines. Only suppliers that adhere to the Responsible Wool Standard (RWS) are engaged, guaranteeing that the wool procured is from farms that respect animal well-being and implement sustainable land management practices. Pretty Lavish does not use materials such as fur, angora, or exotic leathers, aligning with their dedication to cruelty-free production.
Shift From Air Freight To Sea Freight:
In a bid to reduce carbon emissions and minimize environmental impact, Pretty Lavish has transitioned from air freight to sea freight for the majority of its product shipments. This significant shift lowers the carbon footprint associated with transportation, as sea freight is considerably more energy-efficient compared to air freight. By strategically planning and optimizing their logistics, Pretty Lavish ensures that this change does not compromise delivery timelines while substantially contributing to a greener supply chain.
Carbon-Neutral Shipping Options:
Pretty Lavish also offers carbon-neutral shipping options for customers, allowing them to make eco-conscious choices at checkout. By partnering with certified carbon offset programs, the brand compensates for the emissions generated through shipping by investing in environmental initiatives such as reforestation projects, renewable energy development, and community-based sustainable practices. This approach not only mitigates the environmental impact of customer deliveries but also engages shoppers in the brand’s journey towards sustainability and climate responsibility.
Packaging Initiatives:
At Pretty Lavish, sustainability extends beyond their garments to the very way their products are packaged and delivered. The brand utilizes 100% recycled FSC-certified cardboard mailing boxes, ensuring that the materials used are sourced from responsibly managed forests that provide environmental, social, and economic benefits. Eyeing a zero-waste future, Pretty Lavish incorporates eco-friendly labeling that minimizes the environmental impact associated with traditional adhesive labels.
Moreover, to reduce paper consumption, Pretty Lavish has adopted a paperless system for all UK orders, which means that invoices and returns forms are managed digitally, reflecting their commitment to decreasing paper waste. In addition, all garment bags used for packaging are recyclable, aligning with their broader objective of promoting a circular economy. Through these thoughtful and deliberate practices, Pretty Lavish aims not only to deliver high-quality fashion but also to ensure that every step of the customer journey is as eco-friendly as possible.
Conclusion:
Pretty Lavish’s journey, from a modest start in the Frost sisters’ living room to becoming a prominent name in the fashion industry, is a testament to their dedication and vision. Their commitment to sustainability, demonstrated through initiatives like the Conscious Collection and partnerships for donations, highlights their proactive approach towards responsible fashion. Notable achievements, such as being featured in The Times’ Top 100 fastest-growing companies and launching eco-friendly collections, underscore the brand’s growth and innovative spirit. The transition from online-only sales to opening physical retail spaces in 2017 further solidified their presence in the market, allowing them to reach a broader audience while maintaining their core values of affordability and quality.
With standout products like the Rinna Cut Out Maxi Dress, the Amelia Ruched Maxi Bridesmaid Dress, and the Maddie One Shoulder Printed Jumpsuit, Pretty Lavish continues to offer timeless and stylish options that resonate with modern fashion enthusiasts. Each piece reflects the brand’s dedication to quality materials and elegant design, ensuring that customers can enjoy luxurious fashion without compromising on sustainability. Pretty Lavish’s thoughtful approach to fashion, from their eco-friendly packaging to their animal welfare policies, makes them a brand worth considering for those seeking high-quality, timeless clothing that aligns with contemporary ethical standards.
