We love to share our hottest finds with you, and the discovery of Perseverance London has got us feeling beyond excited. We've just devoured the fledgeling label’s A/W 16 lookbook and couldn’t wish summer away fast enough—you don't need the party season to get involved in this pretty dress fest...
Perseverance London Red Crepe Ruffled Bib Dress, £270
The brand, which is only in its second season, is the brainchild of Catalan designer Eudald Luis. His mission was simple, as he explained to us, "I wanted to create great design pieces with quality fabrication and attention to detail but I wanted the items to be affordable."
Perseverance London Victoriana Chiffon Blouse With Cami, £189
And Luis has rapidly achieved just that. Offering show-stopping occasionwear, prices start at just below £200 for an intricately detailed blouse. For this season, Luis has served up silhouettes reminiscent of the 1970s with a romantic nod to Victoriana by way of frills and ruffles. Highlights include a richly textured, floor-sweeping gown in gold jacquard that we could imagine on Keira Knightley, and a red ruffled dress with long sleeves that somehow possesses the ability to work for a night out and lunch with the in-laws.
Perseverance London Embroidered Gown, £376
Retailers with their fingers hotly on the pulse such as Liberty,Avenue 32 and Flannels have snapped up a substantial selection from the new collection. But who is Luis, and how did he so brilliantly bring to life what we didn’t even realise was missing from our eveningwear collection?
The designer studied fashion in Barcelona and cut his teeth at that home-grown fashion giant: Zara. “It was like doing an MA in fashion… something that I will never regret doing!” he reveals. Luis came to the UK in 1998 and worked for 10 years as a head designer for what he describes as “a very successful and design-orientated manufacturer. We were working really closely with Topshop, ASOS, River Island, Miss Selfridge, Urban Outfitters… It was great to have a general vision of what everybody was doing and their way of working. It also taught me a lot about the development side of things being so close to the factories and sampling rooms.”
Perseverance London A/W 16 lookbook
His previous employer (who remains nameless) has helped back Perseverance London, and the brand is headquartered in East London, a place which very much feels like home for Luis. He says: “When I walk out of my house in Dalston to go to my studio in Hackney Downs, it is impossible not to see someone that catches my eye! It is an on-going sea of ideas and that keeps me going. What inspires me every day is the mix of cultures, the new and old mixed together, the vintage and luxury. The street style is so strong with people creating and honouring a true look rather than pandering to trends.”
It’s hard not to draw similarities between the wardrobe aims of Perseverance London and Self-Portrait, the London-based occasionwear success story which has now a normal fixture on the red carpet. So which famous face would Luis love to see rock his designs? “Kate Moss would be my ultimate dream! I have loved her from the very first time I saw her, and to see someone with such sense of style that has been shaping the world of fashion would be surreal. I also like Alexa Chung for her strong masculine [take on] femininity.”
If the Perseverance London A/W 16 has intrigued you, keep reading to shop our favourite pieces.