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Womenswear label LOGUE London has just launched with the aim of providing easy staple pieces in luxurious British fabrics for city life. The classic capsule collection will see the modern woman through summer with style, offering solutions to the working wardrobe dilemma.
LOGUE London is the brainchild of Emma Logue, former Morgan Stanley banker and luxury brand specialist whose career includes experience at LVMH. Dissatisfied with the clothes available to women in her sector, she wanted to find a fittingly sophisticated alternative to the female executive’s standby, the suit. She wanted to bring simple glamour to her wardrobe.
Her solution was to design it herself and so in 2010 with upmost courage and determinism, Logue took an evening course at the London College of Fashion to learn the basics and commissioned a local seamstress to make distinctive dresses to her own detailed design. These were no ordinary dresses and formed the basis for what are now two of the brand’s signature designs, the button-through tailored dress and the unexpected flirty flashes of colour featured on kick pleats and on roll-up, roll down sleeves to add a touch of fun.
LOGUE London’s first collection for spring/summer 2012 is a capsule collection of six chic, button-through, knee length dresses available in fabulous different colours from elegant cream, soft green and black to vibrant blue, red and delphinium. These tailored dresses come lined in silk, fashioned from the finest British silks and cotton shirtings. Stand out features on some designs showcase intricate stitching and detail as well as couture fabric buttons and belts.
Logue says: “With so much international travel indifferent time zones and climates, I was on a never-ending quest to find the perfect solution to suit my lifestyle. It also had to be versatile enough to get me from the plane to business meetings and even cocktail hour and dinner. I needed a chic and elegant one piece – but something not too sexy. In LOGUE London this is what I’ve created – a timeless, easy yet chic brand for city-living women”.
My favourite has to be the Emma Cotton Dress (obvs has nothing to do with the name!) for its timeless style and cute pastel shading. At £255, it fills a gap in the market for mid-market fashion with high quality pieces made in the UK.
