SAY HELLO TO RIXO LONDON: THE BRAND YOU NEED NOW

The style secret's out... Rixo London is the new brand taking over our hearts, minds and wardrobes
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SAY HELLO TO RIXO LONDON: THE BRAND YOU NEED NOW
Rixo London's founders, Henrietta Rix and Orlagh McCloskey. Did someone say girl crush?

There is one dress in our wardrobes which our mums think we look lovely in, our fashion friends think we look cool in, our boyfriend thinks we look hot in and even strangers seem sufficiently wooed by to sheepishly ask where it’s from. It is – in short – a serious sartorial slam dunk.

The dress in question (a coral mididress with splashy abstract print, FYI) is from Rixo, the cult brand that’s gone from one-to-watch to one-to-wear at lightning speed. Even if the name isn’t familiar, chances are the colourful, vintage-inspired designs have already infiltrated some of the more stylish Insta feeds you follow. Statement pieces that are ridiculously easy to wear, bold hand-painted prints – think Matisse-style florals, glam-rock stars, Chinese bamboos – have become Rixo’s calling card and are translating into big business: at just two years old the brand now has over 40 stockists in 20 countries worldwide, and last month opened its first shop in London’s Selfridges.

Rixo is the brainchild of London College of Fashion alumni Henrietta Rix, 26, and Orlagh McCloskey, 28, who quit their careers as ASOS buyers to set up the label in 2015. To leave a good job in a competitive field during an uncertain economic climate takes a lot of guts and a ton of conviction – so what did they feel was missing in the already crowded contemporary market? “Gorgeous printed silk dresses, tops and separates – something you could wear to work or dress up for a wedding, or down on the beach with flip-flops,” explains Henrietta from the Fulham studio they’ve recently moved to (the kitchen table in their shared flat was HQ until now).

Flattering cuts give the pieces their versatility and cross-generational appeal. On a visit to the brand’s Covent Garden pop-up shop last week (where it moved after demand outpaced a smaller Soho venue), we spied a mum-and-daughter pair in their sixties and thirties both trying and buying, while the 19-year-old shop assistant told us she was a fully-fledged member of “the fan club”. “Getting someone to feel good when they wear Rixo is so important to us,” says Henrietta of the designs’ wearability. “We never want to alienate people.”

Then there’s the price. Rixo dresses come in at around the Dhs1,500 mark – a retail sweet spot that’s aspirational though, crucially, not unattainable.
Henrietta says that in the fledgling days of the label, she and Orlagh were advised they could significantly up what they were charging, but remained adamant about “not taking the mick”.

“Not everyone’s on a great wage, but there’s weddings to go to the whole time!” she says, understanding a dilemma familiar to many of us – you want to look a million dollars without spending that.

With Rixo swimwear launching this month, accessories and shoes to come, a showroom in New York in February and a debut presentation in Paris – world domination somehow seems inevitable.

Abigail Daisy Dream dress Dhs1,300

Georgia Leopard Skirt Dhs910

Chrissy Mixed Brunch dress Dhs1,370

Kate Green Spot blouse Dhs885

Joanne Red Ditzy Thorn dress Dhs1,250

Lucy Floral Brunch dress Dhs1,600

Photos: Supplied

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