The female-owned fashion brands that are at the top of their game and are REALLY worth checking out
INTERNATIONAL Women’s Day on March 8 is dedicated to raising awareness of women’s contributions across the globe.
We love to see female-owned brands stand tall, and with this year’s “Accelerate Action” theme, there’s no better way to get involved than to give a shoutout to those passionate and thriving female leaders.
We’ve pulled together a selection of our favourite female-led brands that are at the top of their the game right now – from jewellery to lingerie, there’s a wide selection of reasonably priced brands out there that you should get to know.
From Covid-19 start-ups that have grown to be “it-girl” sensations, to those who started their business ventures from a London market and have grown to having global store-fronts, female-boss movements are being made big-time in the fashion industry.
Whether you want to spruce up your workwear wardrobe or get your hands on some unique jewellery for your upcoming holiday, we’ve picked out our favourite products from each brand for you to shop.
BIJOUX DE MIMI – BEST FOR JEWELLERY
If you’re on the market for some fun, colourful jewellery, then you need to check out Bijoux De Mimi.
Founder Amelia Hitchcock-Merritt is a force to be reckoned with, launching the brand from her bedroom during the pandemic with just £400, she has used the powers of TikTok to build a cult Gen Z following.
With over 100 million views across the brand’s social media platforms and more than100,000 pieces of jewellery sold in the last three years, the it-girl brand has quickly earned the approval of several A-listers, too, including the likes of Chicken Shop Date‘s Amelia Dimoldenberg.
In 2022, Amelia also created a collection of hearing-aid jewellery in collaboration with Deafmetal, which was supported by Love Island’s Tasha Ghouri.
We attended the launch of the brand’s second eight-day pop-up shop (in which she welcomed 4,000+ customers) on famous shopping high street, the King’s Road, London.
As Bijoux grows, I hope both its jewellery and story continue to inspire everyone who joins us, reinforcing that anything is possible when you put your mind to it.”
Amelia Hitchcock-Merritt
The brand now dominates the Gen Z jewellery market and has grown to be a seven-figure company – pretty impressive for a lockdown start-up!
From stackable huggie earrings to gorgeous necklace charms, here are the pieces that are at the top of our wish list.
LEMONADE DOLLS – BEST FOR LINGERIE
Founded by Lemon Fuller in 2019, Lemonade Dolls is the fastest growing lingerie brand in the UK.
The brand is most well-known for its inclusive sizing, offering wireless and innovative lingerie designs with an extensive size range from a 28-44 band size and cup sizes from A-H – we love an inclusive queen!
Lemon describes the brand as proud disruptors of the lingerie industry, and through the powers of social media and inclusive sizing, the determination and underlying message of empowerment and inclusivity really shines through.
And when asked her proudest moment to date, she says:
It’s the daily messages from our community – women telling us how our undies made them feel sexy for the first time in years or how they’ve helped them reconnect with their body after having a baby or going through illness. Those messages are the real wins and what I am most proud of.”
Lemon Fuller
As a “fuller-bust” consumer myself, the brand is a go-to. And it seems plenty of other women feel the same, with one product ordered every minute and turning over half a million pounds every month.
Fuller-bust lingerie no longer has to be ugly and bland, and Lemonade Dolls has a range of sexy, colourful designs at an affordable price, without compromising on style.
Here are some of our top buys…
NEVER FULLY DRESSED – BEST FOR SUSTAINABILITY
Never Fully Dressed was founded by Lucy Aylen in 2009, starting out as a humble market stall.
My grandad gifted me a sewing machine, and I began making pieces to sell at Portobello Road and Spitalfields markets. From there, word-of-mouth helped us grow.”
Lucy Aylen
The brand’s motto: Feel Good Dressing, reflects its identity as more than just a fashion label – it’s a female-founded community that empowers and celebrates everyone.
This ethos shines through in the designs, which are bursting with vibrant colours, bold patterns, playful prints, and rich textures.
Feel-good is the perfect way to describe the brand’s style – think sequins, stunning rainbow hues, and an explosion of colour.
Best of all, NFD is super-passionate about sustainability – its pieces are made from recycled polyester and eco fibres.
The brand designs its stock in the UK and has a factory based in the UK making the pieces.
As stock is ordered in limited qualities, the brand also has a pre-loved section on its website, and runs true to its roots by selling secondhand items on a market stall on Portobello Road, too.
And it has scaled to global success in its 16-year growth, with a resident store in New York, and recently won Womenswear Brand Of The Year at the Drapers Independent Awards.
These are the pieces at the top of our spring/summer wish lists…
ODD MUSE – BEST FOR TIMELESS PIECES
Launched by Aimee Smale who based the whole brand concept on her final major university project, Odd Muse is yet another start-up that has reaped the benefits of social media marketing.
Aimee, once a buying assistant at ASOS, decided to quit her nine-to-five job and build her own brand that would change the narrative for young women’s fashion consumption.
Known for its high-quality, timeless dresses and occasionwear, Odd Muse has gained global recognition.
With a dedicated team working behind the scenes, the brand has leveraged social media to connect with younger consumers, boasting 506,000 TikTok followers.
Aimee’s behind-the-scenes content on her personal channels fosters an engaged community, leading to frequent sell-out collections.
We have built such an amazing community of women worldwide that are obsessed with this brand.”
Aimee Smale
Odd Muse champions slow fashion and has achieved major milestones, including securing spots in Harvey Nichols and Flannels, making a London Fashion Week debut, and opening a flagship store in Covent Garden, along with a pop-up in NYC.
Here’s an edit of our favourite pieces – but be quick as stock sells out fast!