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27 Oct 2023

Behind the Brand: If Only If

If Only If Nightwear Stand: F42
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. 

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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. 

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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. 

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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.

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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.

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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

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