I Wish I Could Keep This High-Street Dress Brand a Secret

10 years ago there weren't many affordable brands that could be considered to be under the radar—that accolade was generally reserved for niche designer labels that were name-dropped by those in the know. Fast-forward to 2019, however, and the high street has been taken to a whole new level, no longer exclusively referring to big brands such as Topshop, Zara and Mango. Now it extends to those smaller startups that are combining distinctive design with budget-friendly price points.

Finery is one such brand. Launched in 2014, it quickly shot to the top of fashion editors' wish lists after releasing its first collection. It boasted premium prints, flattering fits and trans-seasonal styles. While other brands might be tempted to follow fads, Finery has separated itself from the crowd by sticking to timeless designs, with the odd nod to a new season trend—a surefire way to know that a dress will keep delivering season after season. So can you see why I'm reluctant to reveal my little secret…

But because it's my job to instruct you on all the latest fashion intel, it's only right that I show you Finery's latest drop. Let me tell you, it's a good one. My highlight has to be the Eden Poppy Halter Neck Dress, which comes in a stunning green hue and features a '90s halterneck (it's all about that back action). I also have my eye on the Maida Printed Georgette Dress with its statement sleeves and '70s collar. So much goodness, so little time. Scroll down to see and shop the full edit.

Style Notes: Fashion influencer Enis is a huge fan of the brand's printed frocks, and we love how she pairs this flared sleeve style with simple strappy sandals.

Style Notes: The Striped cami dress has been another popular style amongst the fashion crowd. It's just what you want to wear on a hot summer's day.

Shop Finery Dresses

Black is the chicest way to wear a midi this season.

The necktie detail is too cool. It won't stick around for long!

Pink and green are never to be seen? This proves the old adage wrong.