Launches the Perfectly Fitting SS’12 Collection

The unique London-based women's wear brand which revolutionize sizing in women's fashion, presents their sophisticated Spring/Summer 2012 Collection.

London, United Kingdom, March 18, 2012 --( celebrates “Sizing Revolution” with its Spring/Summer 2012 Collection. Inspired by today’s smart and independent women who don’t follow trends blindly but rather choose clothes that fit and flatter the individual self – the collection incorporates a mixture of wardrobe essentials and more eccentric pieces, from a basic Jersey Top to a Scarlet Backless Dress.

"I like extracting those little feminine elements and details – an interesting cut or a shape of lapel – inspired by women on the streets of London," explains Philip Murphy, Creative Director at "I observe women all the time and it’s incredible how they do all this multitasking - running around in heels, carrying a laptop, bag and coffee, speaking on the phone and six other things at once! We want them not to worry about clothes, to feel natural and confident in their own skin - that’s why our SS’12 Collection is made from very fresh and light fabrics adapting perfectly to the body. Spring is in the air so we offer a mixture of sophisticated monochromes and pastel brights."

The look for the SS’12 Collection is filled with feminine, classic pieces as well as some more stylish interpretations: long flight lines and A shape in tops, high waist pencil skirts and slightly asymmetric jackets. The designs are characteristic of strong basic colours – black, white, grey, sand, navy blue with splashes of more intense and bold colours like soft turquoise blue and coral red. The different cottons, silks, linen, wool and various blended fabrics allow combing quality and appearance with comfort and convenience.

"We don’t bring ground-breaking designs, we simply try to turn a formal office style into more chic and fun completing the look with some casual and evening pieces," says Philip Murphy. "Through the months from our launch last October, has become renowned for making perfectly fitting pieces and as many women told us, the fit is the main reason why they don’t buy clothes elsewhere. We solve the problem with the unique service of flying stylists and measuring appointments as we respect individual forms and curves! We call it Sizing Revolution!" SS’12 Collection is now available online. Visit for the view of collection and more information.


Established in 2011, is a unique women’s wear brand based in London. The actual innovative part is that every piece from the company’s “ready-to-wear” collection is made to the customer’s individual measurements. brings fundamental changes to the way women shop and generally see their body in terms of sizing – there are no size labels in brand's collections as they create women’s individual profiles with the help of flying stylists who go on home/office measuring appointments. "It’s Sizing Revolution!" says the team at
Aiste Gerdvilyte
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