British fashion brand Never Fully Dressed has returned to Selfridges with three pop-ups across Manchester Trafford, Manchester Exchange Square and Birmingham, bringing its latest Party Collection to the department store ahead of the festive season.
The launches mark another step in the brand’s retail expansion, strengthening its presence across key regional shopping destinations. The pop-ups feature the new collection, which includes sequins, feathers, rich textures and versatile multi-wear silhouettes designed for party dressing.
The accompanying campaign was shot in Paris and fronted by digital creator Grace Ghanem, showcasing the collection’s statement pieces and approach to styling. Available in UK sizes 6-26, the range also features the brand’s in-house designed prints and multi-wear designs, which allow individual pieces to be styled in different ways.
Founded by Lucy Aylen in East London in 2009, Never Fully Dressed began as a market stall business before growing into an internationally recognised womenswear brand. Its offering combines occasionwear with versatile designs, alongside an emphasis on inclusive sizing.
The Selfridges pop-ups come as the brand continues to develop its retail footprint. In July, Never Fully Dressed sold a stake in the business to Refined Capital Partners, bringing in investment and strategic support for its future growth. Financial terms were not disclosed.
Aylen remains CEO following the transaction, which brought changes to the company’s ownership structure and board. Refined Capital Partners Founding Partner Benjamin Barnett joined the board alongside investors Anastasia Fadeeva and Helgi Thor Bergs.
Never Fully Dressed sells through its own website and stores in Essex and New York, as well as wholesale partners including John Lewis, Frasers and Harvey Nichols.