It’s quite rare to come across a mainstream online fashion boutique that caters to modest clothing, but Never Fully Dressed is a brand that’s inclusive, ethical, and fun. It started with one store in 2009 in Essex, in the United Kingdom. Now, it’s a booming international label with over 600,000 social media followers, and is stocked at major online retailers such as ASOS. With humble beginnings, the brand’s founder Lucy Alden started the clothing business from her parents’ attic and sold her designs at London markets. The homegrown business is now an immensely popular name in the online fashion world among both bloggers and celebrities with a clientele list boasting famous names like Demi Lovato, Kendall Jenner, and Beyoncé.
At first glance, the Never Fully Dressed Instagram feed is filled with attention-grabbing, vibrant, colorful, and sparkly clothing. Remarkably, the label is quite a popular one in the modest fashion world. Never Fully Dressed has a diverse collection of flowy, long to mid-length dresses and skirts, along with headscarves, loungewear, comfy jumpsuits, coats, and trousers. They even offer a plus-size category. The clothes are not tightly tailored, and are easily customizable, making them easily accessible to the modest fashion crowd. On the brand’s Instagram account, there is a highlight titled “how to tie”, which offers tips and advice on styling some of the brand’s best-selling designs. In a noteworthy show of inclusivity, Never Fully Dressed also offers tutorials from hijabi influencers on how to tie or style their boldly-patterned headscarves.
Newly-released designs by the brand include knit wrap tops, midi and maxi dresses in bold, geometric prints and boxy white blouses with feminine, lace collars. Here are some modest fashion influencers that are absolutely slaying in Never Fully Dressed designs:
Never Fully Dressed is available on the brand’s website and app available on the Apple App Store. In the Middle East, Never Fully Dressed is available at Ounass and Namshi. The brand is also sold at ASOS, Next, Selfridges, Nordstrom, and Shopbop. On its own website, customers can browse through an “Outlet” sections with designs up to 80% off. Here, you can currently find leopard-print wrap dresses in hues of emerald green, and garments with fabulous, oversized pink sequins, perfect for an NYE ‘fit (even if you’re celebrating at home).
Never Fully Dressed has clothes that are fit for any occasion — from a business meeting to a night out, you’re never underdressed or overdressed. The brand is changing the game of online fashion, and is not leaving anyone behind on its journey.
Featured image sourced from @shazaira on Instagram
