The authentic progression of online clothing retailer ‘Neverfullydressed‘, beginning with owner Lucy Aylen creating and selling her pieces in markets in London, England, has now grown to an online destination equipped with beautiful creative editorial and beautiful clothes to match.

Turning to the online world to market and sell the brand, Lucy grew the business from her family office at home, to opening only one brick and mortar in Buckhurst Hill Essex. As the focus became more distinct online, a full-blown distribution office was set up not too far away. 


Research by | Jessica Thompson

The brand specializes in pieces that lend a breath of fresh air. Nature-inspired prints, chic silhouettes, and dreamy fabrics are the foundation for all of the designs we see from Neverfullydressed.

Actress and Model Joelle Farrow models the latest looks from this powerhouse brand, to ensure we are fully equipped with a distinct summer wardrobe. 



Chester Shirt, Jojo Skirt | Shop here 


A two-piece set is the perfect look for a cohesive and eye-catching outfit. Neverfullydressed plays with the silhouette by bunching the fabric surrounding the waist, giving it a more sinched look.



Top sold out | Shop another cute button-up here


A silky blouse will carry you through multiple years and multiple looks. Opt for a printed style like the one Joelle wears to differentiate yourself from the classic white button-up.



Shop the similar Diana Suit here


We all need the surge of confidence a good blazer jacket can give. Even better if it comes in a shocking colour. Paired with denim cut-offs here for a more relaxed look, but also perfect for black straight-legged dress pants.



Jaspre Skirt | Shop here


This skirt has been a favourite amongst the HOLR team and for good reason. The styling capabilities are vast, whether paired with a chunky knit and sneakers, or dainty heels and a tee. It is the perfect relaxed skirt for the warmer months.

Neverfullydressed makes sure to give back via their ‘ChariTees‘.  Join Kendall Jenner, who purchased the Boob T in support of the Mind Charity which was founded in 1946 to support mental health.

Stay tuned for more online lookbook stories featuring Joelle and other online boutiques in the coming weeks! See our previous one here.

Keep up with all things HOLR Magazine on our social.