Brand: Never Fully Dressed

When browsing for a dress for an event recently, I came across the brand Never Fully Dressed. The Asos Marketplace did not disappoint.

Here’s a link to the brand’s page on the Asos Marketplace:

“Who cares what you’re wearing, From Main St. or Saville Row, it’s what you wear from ear to ear, and not from head to toe.” (, 2015)

They have a physical store presence at 60 Queens Road, Buckhurst Hill, IG9 5BY if any of you are lucky enough to live close by. The brand’s background originally traded at Portobello and Spitalfields markets which they outgrew due to their success and inability to keep up with manufacturing (, 2015). They have a strong ethical presence where they have worked on projects to aid the community; from helping the homeless in Uganda to helping abolish human trafficking (A21 campaign) and they are heavily involved in their local community youth group.

The brand describes their style as “our cult classics consist of crystal clean lines, soft tailoring, on-trend pallets, flattering silhouettes and casual femininity, with an androgynous strength” (, 2015). We can see a lot of ‘Kim K’ styles; neutrals and staple monotone colourways (obvious must haves) to satins and their signature crepe.

Their target audience is a young adult who like to have fun with their sense of style. As their audience is more student/young professional, their price points are user friendly; typically £50 for a dress and slightly less for a skirt.

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The Asos Marketplace ( is a great place to discover new brands and boutiques. They house over 900 brands and cater for all tastes.



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