Company Profile

Alice & Astrid
London - Paris - Hong Kong - New York


Luxury loungewear and more...

» Early influences
» Education & Experience
» Alice & Astrid
» Creating the Look
» The Philosophy
» Quality, Tradition and Ethics
» Wholesale and Shop
» Collection Development
» Celebrity, Film and Press
» Design Consultancy
» Future

Early influences: Astrid's Norwegian mother working in her textile studio nurtured and inspired her early interest in design. Astrid grew up in the country side of the North East of England and in the Sorlandet of Norway. Nature has always been an inspiration, colour, texture and form, are the first places she looks when preparing a collection.
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Education & Experience: Astrid studied textiles at Herriot Watt University, Galashiels the heart of the textile industry in the boarders of Scotland, having suffered a serious a skiing accident she graduated with a first class degree. Acquiring experience with fashion designer Jasper Conran, renowned for refined elegance, luxury and classic designs, Astrid travelled to India, a great inspiration for the next stages of life.
Back in the UK, after further study in Interior Design at Chelsea College of Art, Astrid branched out as a freelance designer and stylist, before deciding to create her own collections.
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Alice & Astrid; est.1998 started the company with her cousin Alice, sourcing and manufacturing with their friends in India, now very much part of the team. Astrid focused on luxurious fabrics, her own designs and a loungewear style not previously seen. The first collection was revealed at Top Draw, London. A grand triumph, with orders from Harrods and a prize awarded by House and Garden for best new comer.
Alice & Astrid were the first to satisfy customer demand and the gap in the emerging loungewear markets. The collections span homewear, silk hand stitched cushions and throws, cotton bed linen and later the introduction of nightwear and loungewear, all finished to the Luxury standard Alice & Astrid has become identified with.
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Creating the Look; While other companies hire stylists to create a look, Astrid directs and styles her own shoots, selecting models, locations and hair & make up, capturing the mood and painting the distinctive look of Alice & Astrid lifestyle.
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The Philosophy; combinations of home and fashion is an infatuation Astrid has held from her college days, the expansion of this inspiration has accumulated in Alice & Astrid lifestyle. Astrid describes the brand “Everything starts with the body; feeling and sensuality enlighten our lives, they also embody the qualities found in fabrics at Alice & Astrid. As our homes provide a framework to our lives, offering security, love, respect and provenance, Alice & Astrid aims to design beautiful pieces to complement your lifestyle.
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Quality, Tradition and Ethics; Astrid travels to India yearly to keep an eye on the production and sample new collections with the team, attention to detail, traditional methods and fabric development are an important part of the process. Working conditions are of high standard, wages fair and no children are employed, this has always been important to our company's ethics. Alice & Astrid's knitwear is made by a fair trade company in Peru, helping support the local economy. Alice & Astrid support charity home and abroad, we support amongst others, World Vision, NSPCC, Help for Heros and SANDS a charity close to Astrid's own heart.
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Wholesale and Shop; Collections have been ordered by top department stores and boutiques globally. Alice left the company in 2002, Simon, Astrid's husband with a natural flair for design and a background in landscape garden design and location manager was to take over and lead the way in co-designing and opening Alice & Astrid's own boutique in Westbourne Grove, London.

‘The shop gives us the opportunity to show case the collections in an environment which reflects the feel at the heart of Alice & Astrid. The cool Nordic influence, a touch of nostalgic British, combined with Astrid's natural eye for colour and detail. We also have the advantage of direct customer feed back which is import to Astrid when designing collections'.

Online shopping has also been added to ensure we are not excluding any potential customers.
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Collection Development; Alice & Astrid creates collections twice a year, within these collections you can chose from, tasteful beach wear, a ready to wear line with comfort and style at it's core and refined alpaca knitwear alongside the original luxury nightwear and loungewear. Alice & Astrid's designs have a timeless appeal, with each season classics are repeated, creating our Classic Range, which can be purchased all year round. Our prints are unique and pieces produced in limited numbers, giving you something we hope you will treasure and cherish for years to come.
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Celebrity, Film and Press; Astrid's designs have appeared on screen Kristen Scott Thomas, Emilia Fox and Sophia Myles, style icons in their own right, have worn her creations. Nicolette Sheridan was spotted wearing Alice & Astrid's classic baby doll in Desperate House Wives. Stylist Martha Ward and fashion writer Plum Sykes are fans of Alice & Astrid's style. PR is held in house with regular features in National in International press including two front covers featured on, You Magazine and the Independent magazine.
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Design Consultancy: Since 2002 Astrid has regularly consulted for the leading global trend forcasting site WGSN in swim, nightwear and lingerie, using her design skills, eye for colour and styling which sets her apart from others in her field.

Astrid has also designed and manufactured collections for Debenhams and Liberty of London. Collaboration between the shop and mail order company La Totality, Japan has also introduced Astrid's unique style to the Japanese customer. Consultancy is an area Astrid is keen to develop in the future.
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The Future; We have grown organically as a brand, we aim to develop the lifestyle, we are potentially looking at a partner to grow with, if you share our philosophies and are interested please contact us at info@aliceandastrid.com
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