Brand To Know: O Pioneers

If a new dress could spark a bit of joy for you right now, check out O Pioneers. While super feminine, the UK-based brand’s designs are an easy throw on with chunky boots and, better still, they’re all sustainably made. Here’s what you need to know…

The Brand 

O Pioneers was founded in North London by friends Clara Francis and Tania Hindmarch who, in their own words, love ‘all things vintage, charity shop gems and girly frocks’. After receiving enquiries about the designs the pair had made for themselves, they decided to create a brand focusing on vintage-inspired dresses that are meant to be worn, not saved for best. 

The Style 

If you’re a fan of Batsheva, Horror Vacui and The Vampire’s Wife, then you’ll love O Pioneers’ Victoriana-style designs – think high necklines, exaggerated shoulders and ditsy floral prints. As working mums, Clara and Tania have also turned their attention to the practical details, like deep pockets and machine washability, to ensure their dresses are not only pretty, but easy to wear, too. 


The Credentials

O Pioneers approach to fashion is a slow one, creating their dresses from end-of-season and dead stock fabrics, as well as using local seamstresses to reduce their carbon footprint and producing pieces in limited runs to minimise waste. Designs are deliberately simple, too – each one is based on the same bodice pattern, with the only variations being sleeve style and dress length. It’ an approach based on the belief that investing in a timeless style means wearing it for years to come. 

The Price 

With dresses starting at £330, they’re not the cheapest, but the price is more than justified by the quality of fabrics and the fact everything is made by hand. If you can’t stretch to that right now, the brand also has a selection of ruffled, floral face masks, which come in at a more affordable £25.


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