Behind the Brand: If Only If
If Only If is an independent, female founded business creating timeless, romantic nightdresses for women of every generation and body shape.
In 2020 I took over as Creative Director, from my mother, who started the brand ten years earlier when she was struggling to find elegant designs in her desired materials - namely buttery soft silks and lighter-than-air voiles. The supplier she discovered on a trip to New Delhi are the same ones we work with today. She mostly sold the nightdresses at fairs around the country but grew a very loyal following of customers.
When I joined, shortly after the birth of my second child, it was in the middle of covid and everything was very uncertain in the world, but I really believed in the product and that there were plenty of customers out there looking for exactly what we love to make; romantic, timeless nightdresses that would appeal to every generation.
Today, our customer community is our greatest asset and the reason we have been afforded such amazing growth. We now count Rosie Huntington Whitely, Pandora Sykes, Millie Mackintosh as fans.
Inclusivity is a key factor for If Only If - with nightdresses available for little girls from aged two years old, and from size 6 to 24 for ladies. Sustainability is also at the forefront of each collection – we only ever work with small batches for our launches, and from this season onwards our cottons will be 100%-GOTS certified organic.
Our beautiful designs and lighter-than-air fabrics create pieces that customers return to for special occasions, and all the nights between.
From, Emily Campbell x