The Italian-born, London-based designer Alessandra Rich has become a 'must-have' luxury collection in the fashion industry over the past years. She works from a showroom and head office in Mayfair, London and also in her studio in Milan, Italy. Alessandra Rich launched her eponymous label with her Spring/Summer 2010 collection during Paris Fashion week. Since then, the brand has not only established its flourishing presence worldwide through over hundreds of well-known retailers, it has also cemented a loyal VIP following of A-lister celebrities including Kate Middleton and Meryl Streep to name a few.

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Her aesthetic is simple, it communicates an inner-personal style, outside the trends of fashion. It's ironic, intelligent and sensual. The silhouettes of the designs can change - the seams, the patterns - but the feeling is always the same. The Alessandra Rich woman loves to walk around the house in search of her accessories and dresses. She doesn't need a prince charming to have her happy ending, she is the happy ending. She is not the kind of girl with a doll collection, she is the doll.