Since the establishment of Alice & Astrid in 1998 the focus has been in developing the brand, from it’s origins in home wear expanding into Loungewear, encompassing Nightwear, Beach and the Boutique Collection.
Astrid a first class graduate in Textiles from Galashiels, Scotland has been a leading Lingerie & Swim designer and trend consultant for WGSN for over 5 years. She is now putting her full focus into the development Alice & Astrid.
Creating the unique and distinctive look of Alice & Astrid has been though,
- Beautiful editorial style shoots of each collection directed by Astrid and her husband Simon. The Autumn/Winter 2008 collection has been tastefully shot on a model in the Alice & Astrid boutique, these will be included on the web site this coming winter giving the shopping site the familiarity of the boutique in Notting Hill.
- The boutique and atmosphere created by Astrid & Simon, it combines the experience of Alice & Astrid though being and buying a trend which is set to grow and one which we have plans for developing.
Alice & Astrid has been voted top three London lifestyle shops by London Fashion Week this year
Astrid is half Norwegian and spends summers at her family’s cabin in the southern Norwegian Fjords, finding the Scandinavian lifestyle inspirational and a seed at the heart of Alice & Astrid.
Astrid describes the brand: “Everything starts with the body; feeling and sensuality enlighten our lives, they also embody the qualities found in fabrics and styles at Alice & Astrid. As our homes provide a framework to our lives, offering security, love, respect and provenance. Alice & Astrid seek to design beautiful pieces to complement your lifestyle.”
Astrid has an incredible eye for colour and detail this is translated though to the fabric design and silhouette, the look is not fashion lead, but offers a unique lifestyle concept. Using natural fabrics and hand printed techniques we look to produce the finest quality products. The collections have steadily expanded and have been featured on Sophia Myles in the British film Hallam Foe and Alice & Astrid’s classic polka dot baby doll has appeared on Desperate House Wives recently.