You may not be familiar with the name Aligne, but chances are you’ve spotted their viral waistcoat all over your Instagram and TikTok feeds. Cool girls from cities like Copenhagen, London, and New York, as well as celebrities such as Katie Holmes, have been seen sporting the brand’s pieces, signaling its rise as a fashion staple.
The East London-based label offers a fresh take on wardrobe essentials, with designs that include blazers nipped at the waist and denim shirts that seem to contour perfectly to the body. One of the biggest draws of Aligne is its accessible pricing. With everything priced under $500, and most of the collection ringing in at under $200, it offers a refreshing option in an era where luxury prices are skyrocketing. This sweet spot has quickly captured the attention of fashion-forward shoppers.
Katie Holmes has been spotted in Aligne’s Stella coat and Clay waisted cardigan, showcasing the brand’s mix of timeless elegance and modern flair. Caroline Maguire, Senior Fashion Director at Shopbop, shares her admiration for the brand: “Trend-forward styles at an approachable price point? It’s what every consumer dreams of! My personal favorite styles from the brand are the babydoll tops and denim offerings.”
While Aligne undoubtedly has the office wardrobe covered, the label’s versatility extends beyond the workweek. Whether it’s event dressing, resort wear, or weekend outfits, the brand’s collection is designed to cater to various occasions. Aligne even launched its first bridal capsule in February, further expanding its range.
The collection includes bold color choices like cherry red cardigans, pistachio green linen tops, butter yellow A-line skirts, and even diamanté jeans. The brand isn’t afraid to break away from the neutral palettes often associated with “quiet luxury.” Ginny Seymour, CEO of Aligne, explains, “Each piece in our collection is designed with purpose, exploring new shapes and bold colors while staying true to our signature offerings. We make clothes that hold their own—considered and assured pieces to live boldly in.”
Seymour, who joined Aligne in 2022, has played a pivotal role in transforming the brand from a largely wholesale business to a direct-to-consumer model. “I wanted to open a direct conversation with our customer so we could learn quickly and have time to be selfishly unapologetic about our approach,” she shares. This transition allowed Aligne to rapidly adjust designs based on customer feedback, such as the Leo waistcoat, a sleeveless version of the now-iconic Daphne blazer, which sold out immediately upon release.
The Daphne waistcoat became the brand’s first viral hit, selling over 6,000 units and creating a massive waitlist. Seymour recalls, “It was developed six months into our journey, and I would say it was the first piece where I knew exactly who our Aligne customer was.” Its versatility and style made it an instant favorite, and the waistcoat continues to be a hero piece in Aligne’s collection, available in various fabrics and colors, including linen, boucle, butter yellow, and charcoal.
Aligne’s growth in the global market has been impressive, with U.S. sales now surpassing those in the U.K. To further build on this success, the brand will launch its first pop-up shop in New York City on April 4, with plans for additional pop-ups across the U.S. and Europe over the next 18 months.
Seymour highlights the importance of connecting with Aligne’s community: “Aligne is shaped by strong and confident women—women who are going places, both in life and in style. We are a women-led brand, determined to create something bigger than just beautiful clothing.”
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