Founded by Caren Downie, Emma Farrow and Rachel Morgans, Finery is a young fashion brand created to “bring detail and value for money and love back to the product.”
“The high street has generally become fairly homogenised so I think people are quite fed up with looking the same. I think they’re definitely moving towards smaller brands and something that’s a bit more individual.” – Caren Downie, Brand director, Finery
With industry experience and the know-how to build a collection, Downie and Farrow launched their online store with a pop-up shop in Covent Garden and a desire to make clothes that women will keep for years to come.
The challenge was to convey the look, feel and quality of the products through online-only photos, aspiring to make beautiful pictures as well as beautiful clothes. The result is fun, luxurious style and a warmth that makes it accessible to everyone.
“We try to give everything a Finery twist.” – Emma Farrow, Head of design, Finery
Source: Creative Review