Breadcrumbs ![How This Cool Founder Built A Successful Fashion Brand](https://media.sheerluxe.com/rhGgH9AhK41iEfjVM_53nN10S90=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F08%2Fsl-editorial-050826-founder-files-atelier-95-thumb-hero.jpg) Photography: Victoria Adamson [Interviews](/fashion/interviews) / 05 August 2026 # How This Cool Founder Built A Successful Fashion Brand Having started out as a solicitor before spending seven years at PrettyLittleThing and later helping scale Adanola, Melissa Bell has taken an unconventional route into fashion. Today, her contemporary label Atelier Ninety Five has cultivated a loyal following with its elevated tailoring, considered wardrobe staples and timeless approach to dressing. Here, we sat down with Melissa to discuss launching a business from scratch, designing for the modern woman and why authenticity remains at the heart of everything she does. ByEmma Bigger / [ Save To My Favourites ](/user/login?destination=/markdownify/node/53536) Photography: Victoria Adamson All products on this page have been selected by our editorial team, however we may make commission on some products. #### Was it always your dream to work in the fashion industry? Fashion had always been my passion, even if my career initially took me somewhere completely different. I was very academic growing up, so naturally I followed what was considered a "proper" career path and qualified as a solicitor. But I was still the friend everyone borrowed clothes from or called for styling advice. Once I'd qualified, I realised it was finally time to pursue something I genuinely loved. I actually interviewed at [PLT](https://www.awin1.com/cread.php?awinmid=5577&awinaffid=69421&platform=dl&ued=https%3A%2F%2Fwww.prettylittlething.com%2F) seven times before I got the job. Every interview I was told I was overqualified and would probably get bored but thankfully they took a chance on me. I ended up spending seven years there, learning every aspect of the business, before moving into consultancy and helping brands like [Adanola](https://adanola.com/) scale. Looking back, every role gave me the experience and confidence I needed to eventually build [Atelier Ninety Five](https://atelierninetyfive.com/). #### When did the idea for Atelier Ninety Five first take shape? The ambition was always there. From the moment I started working in fashion, I knew I wanted to build something of my own. What I loved most wasn't just designing clothes—it was being involved in every part of the journey, from the initial concept right through to seeing a collection come to life. Atelier Ninety Five was never just about launching another fashion label. It was about creating a brand with a clear identity and a genuine point of view. I wanted to build something that reflected my own vision while creating clothes women would come back to season after season. There's something incredibly rewarding about creating something from nothing, and I knew one day I wanted to experience that for myself. #### What gap in the market were you determined to fill? I always describe our customer as the forgotten generation. She'd outgrown the younger, trend-led brands but still didn't feel represented by more traditional labels. I felt there was such a clear opportunity to create elevated wardrobe staples for women in their 30s who wanted timeless pieces without compromising on style. Of course, women of every age now wear Atelier Ninety Five, which I absolutely love – our woman is confident, busy and knows her own style. She wants pieces that feel effortless, empowering and beautifully made—clothes that work hard in her wardrobe and make getting dressed feel easy. #### Who gave you the confidence to take the leap and build your own business? Without question, working alongside [Hyrum](https://www.instagram.com/1hyrum/) at Adanola had the biggest impact on me. Watching someone build an incredibly successful business from nothing more than an idea was hugely inspiring but it was seeing everything that happened behind the scenes that really stayed with me. The resilience, creativity and determination required to build a brand made me realise it was possible if you were willing to put in the work. At one point, Hyrum sat me down and told me that if I truly believed in Atelier Ninety Five, I needed to stop treating it like a passion project and commit to it properly. Leaving Adanola was bittersweet because I'd loved being part of that journey, but his advice gave me the confidence to finally go all in. #### Every founder has a moment when an idea becomes a reality. What was yours? It happened surprisingly quickly. I met my then business partner while we were both consulting at Adanola – she specialised in marketing while I focused on product, so we complemented each other perfectly. One day we looked at each other and said, "We could do this ourselves." It wasn't the result of years of planning or endless business meetings. It was one conversation that sparked everything. The following day we arranged our first meeting and suddenly the idea I'd been talking about for years became something tangible. Looking back, that conversation completely changed the direction of my career. [ ![](https://media.sheerluxe.com/vCreoKM_cqodRNemU-zu6XvSsRg=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F08%2Fsl-editorial-050826-founder-files-atelier-95-1.jpg) ](https://atelierninetyfive.com/) [ ![](https://media.sheerluxe.com/QRt1HFmPX_4UsRyenBjFzf4Bn-c=/1920x0/smart/filters:no_upscale()/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F08%2Fsl-editorial-050826-founder-files-atelier-95-2.jpg) ](https://atelierninetyfive.com/) #### Your collections have such a distinct point of view. Where does the Atelier Ninety Five aesthetic come from? Menswear has always been my biggest inspiration. I love oversized tailoring, beautifully cut suiting and the confidence that comes from borrowing masculine silhouettes and reinterpreting them for women. I'm especially drawn to the power dressing of the 1980s – strong shoulders, cinched waists and sharp tailoring are references I come back to time and again. For me, it's never been about chasing trends. I want to create pieces that feel timeless but still modern, with beautiful construction and effortless wearability. Ultimately, I want women to feel powerful when they put on our clothes because I believe fashion can change how you feel and carry yourself. #### From day one, you've positioned Atelier Ninety Five as a premium contemporary brand. Was that always non-negotiable? Absolutely. It would have been much easier to launch at a lower price point but I knew that would have meant compromising somewhere – whether that was the quality of the fabrics, the construction or the finishing touches. From the beginning, I wanted Atelier Ninety Five to be about investment pieces women would genuinely wear for years, not just one season. That decision has shaped every part of the business, from the factories we work with to the customers we've attracted. We've built a community that really values craftsmanship and longevity, and staying true to that positioning has been one of the best decisions we've made. #### Was there one milestone that made you realise Atelier Ninety Five could become something much bigger? Without doubt, it was our [bomber jacket](https://atelierninetyfive.com/products/the-suede-funnel-neck-bomber) launch. At the time, it was the most expensive piece we'd ever designed, so I'd be lying if I said I wasn't nervous. It felt like a real leap of faith because I genuinely didn't know how customers would respond. When it sold out within two days, it completely changed my mindset. It wasn't just about the sales – it was the validation that people understood the brand and believed in what we were creating. I remember thinking, "This is actually happening." That moment gave me the confidence to trust my instincts, continue investing in quality and believe there was a genuine appetite for Atelier Ninety Five. #### What's been your biggest pinch-me moment so far? Nothing compares to seeing women choose Atelier Ninety Five for the moments that matter most to them. Professionally, though, seeing [Emma Grede](https://www.instagram.com/emmagrede/) [ ](https://www.instagram.com/emmagrede/)wear Atelier Ninety Five was a real full-circle moment. Not only did she wear our pieces on a magazine cover but what meant even more was seeing her wear them again months later for her birthday. That perfectly summed up everything the brand stands for: investing in pieces you genuinely love and returning to them time and time again. [ ![](https://media.sheerluxe.com/U0UCmxI3tW9hf5ZEjDXlDzHuOlI=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F08%2Fsl-editorial-050826-founder-files-atelier-95-3.jpg) ](https://atelierninetyfive.com/) #### What's been the biggest lesson you've learnt since becoming a founder? One of the biggest lessons has been accepting that growth is never linear. Some collections exceed every expectation, while others become your biggest learning curve, and that's just part of building a business. Early on, I realised you can't become too emotionally attached to one product or one collection because every season teaches you something new. I've learnt to listen, adapt and keep moving forward. I always say the most important skill a founder can have is the ability to pivot. If you're willing to evolve with your customer rather than resist change, you'll always build a stronger business in the long run. #### What's something nobody tells you about building a fashion brand? That you have to become incredibly comfortable with uncertainty. Every major decision—whether it's investing in stock, launching a new category or deciding how quickly to grow—comes with an element of risk. The reality is you'll never have all the information you'd like before making those decisions, so you learn to trust your instincts. I think that's one of the biggest shifts I've experienced as a founder. In the beginning, uncertainty felt daunting; now it's simply part of the job. You realise that confidence doesn't come from having all the answers – it comes from making the best decision you can with the information you have. #### As a founder, what's something you've had to learn to let go of? At the beginning, I wanted to do absolutely everything myself. I think that's probably true of most founders – you feel responsible for every decision and every tiny detail. Over time, I've realised building a successful business isn't about doing it all; it's about surrounding yourself with people who know more than you do. Whether it's paid advertising, marketing or other specialist areas of the business, bringing in experts has made a huge difference. #### You've built a loyal community without relying heavily on paid partnerships. Was that intentional? Very much so. Social media has been instrumental in helping us build awareness but I've always wanted that growth to feel authentic. One thing I'm particularly proud of is that we've never paid anyone to wear Atelier Ninety Five. Every person who's shared the brand has done so because they genuinely wanted to and that says so much more than any sponsored campaign ever could. Instagram has allowed us to showcase not only the clothes but the personality behind the brand and it's become a place where we can have genuine conversations with our community. [ ![](https://media.sheerluxe.com/bKnYcDDHosyMKZS1PwZYxGOpGfY=/1920x0/smart/filters:no_upscale()/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F08%2Fsl-editorial-050826-founder-files-atelier-95-4.jpg) ](https://atelierninetyfive.com/) [ ![](https://media.sheerluxe.com/Sl8HtS542qJoJJoMc9A8G9Dq07g=/800x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F08%2Fsl-editorial-050826-founder-files-atelier-95-5.jpg) ](https://atelierninetyfive.com/) #### What do you think people are really looking for from fashion brands today? Women are shopping much more intentionally than they were a few years ago. They're investing in quality, versatility and longevity rather than buying into every passing trend. They want pieces that feel special and become the foundation of their wardrobe, not something they'll wear once and forget about. People are also craving authenticity. Customers are incredibly savvy now – they know when a brand is genuine and when it's simply trying to sell them something. For me, that's why having a clear point of view is so important. I'd much rather build trust with our community than chase short-term sales. #### Sustainability is an increasingly important conversation. How are you approaching it? From the beginning, we've always believed in growing responsibly rather than growing quickly. For me, sustainability starts with creating clothes that don't go out of style. We produce considered collections, keep our production runs intentionally small and focus on designing pieces our customers will wear for years rather than just one season. As a smaller business, there are naturally challenges – particularly when it comes to accessing certain sustainable fabrics due to factory minimums – but wherever possible, we prioritise more responsible materials, including BCI cotton. As the brand grows, continuing to improve that side of the business is something we're committed to. #### How has your definition of success evolved since launching Atelier Ninety Five? It's definitely changed over the years. Of course, I'm building a business, so I'd be lying if I said commercial success wasn't important. But today, success looks much bigger than revenue alone. It's about building a loyal community of women who genuinely trust the brand and continue to come back to us. It's about creating something with longevity and proving that you can grow a profitable business without compromising your standards or your vision. If people continue to believe in what we're building, then I'd consider that the greatest measure of success. #### What's next for Atelier Ninety Five? There's so much to look forward to. Autumn/winter has always been my favourite season because I love layering, and outerwear is something I'm particularly passionate about, so that's a real focus for the next collection. Beyond the clothes, we're also continuing to invest in our community. One of the most rewarding parts of building Atelier Ninety Five has been bringing women together through our events. Watching women connect, share ideas and support one another reminds me that we're creating something much bigger than a fashion brand. Building that sense of community is every bit as important to me as designing the collections themselves. #### Five years from now, what do you hope Atelier Ninety Five is known for? I hope people see Atelier Ninety Five as a brand that has truly stood the test of time. Fashion is such a fast-moving industry but I've never wanted to build something driven by hype or fleeting trends. I want us to be recognised for creating beautifully made pieces that become lasting favourites in women's wardrobes – clothes they reach for year after year because they still feel relevant, effortless and beautifully made. More than anything, I'd love the brand to be known for its integrity. If we've built a loyal community, stayed true to our values and grown without compromising what we believe in, I'll feel incredibly proud of what we've achieved. *Visit* [ATELIERNINETYFIVE.COM](https://atelierninetyfive.com/) --- ## SHOP THE PRODUCT EDIT ![The ANF Barrel Trousers ](https://media.sheerluxe.com/KudcIgMhc3r1TWOBuKKAmAxyo_0=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F08%2Fatelier-95-the-anf-barrel-trouser.jpg) [#### The ANF Barrel Trousers ](https://atelierninetyfive.com/products/anf-suit-trouser) £100 *(were £140)* [ Flag this item ](/user/login?destination=/markdownify/node/53536 "Add product to my favourites") ![Jersey Flowy Mini Dress](https://media.sheerluxe.com/JNkDNfPGaqLospKKuR9fUZ1Yf4E=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F08%2Fatelier-95-jersey-flowy-mini-dress.jpg) [#### Jersey Flowy Mini Dress](https://atelierninetyfive.com/products/jersey-flowy-mini-dress) £55 *(was 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](https://media.sheerluxe.com/CSyUhGsHjzTA45ZXNQNwWoh1tfw=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F08%2Fatelier-95-the-anf-longline-suit-shorts-ecru.jpg) [#### The ANF Longline Suit Shorts ](https://atelierninetyfive.com/products/the-anf-longline-suit-shorts-ecru) £85 *(were £120)* [ Flag this item ](/user/login?destination=/markdownify/node/53536 "Add product to my favourites") ![Lace Scallop Hem Wide Leg Trousers](https://media.sheerluxe.com/N2egp6jLkICSMLRR1lHwjE37vPc=/600x0/smart/https%3A%2F%2Fsheerluxe.com%2Fsites%2Fsheerluxe%2Ffiles%2Farticles%2F2026%2F08%2Fatelier-95-lace-scallop-hem-wide-leg-trouser.jpg) [#### Lace Scallop Hem Wide Leg Trousers](https://atelierninetyfive.com/products/satin-wide-leg-trouser-copy) £150 [ Flag this item ](/user/login?destination=/markdownify/node/53536 "Add product to my favourites") [ Sign in to comment with your SheerLuxe profile ](/user/login?destination=)Or continue to comment as a Guest below 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