Store Alice + Olivia

Product range. Blouses, maxi dresses and skirts, and bomber jackets with a contemporary romantic touch and abundant in ruffles and colourful patterns and prints. The brand also markets menswear and childrenswear collections, but they are of somewhat marginal importance. Apart from clothing, Alice + Olivia make footwear and accessories.

Originality. Alice + Olivia's competitive advantage lies in their prints. Ethnic, animalistic, or abstract, they breathe life into otherwise hackneyed styles. It would be a stretch to say that Alice + Olivia collections make a coherent artistic statement. At Alice + Olivia is a pell-mell of a-village-girl-visiting-a-nightclub dresses (think Alizee of the 'Moi Lolita' music video) alongside black beaded kimonos, and leather leggings.

Chic. The brand inhabits a bizarre world of its own, yet is aware of the latest trends. Though in a somewhat reluctant way.

Pricing. From $85 crop tops to $2,000 evening gowns.

Corporate history highlights. Alice + Olivia were founded in 2002 by Americans Stacey Bendet and Rebecca Matchett. The label was named after both of their mothers. The girls started out as a trousers specialist having no appetite for full-fledged collections. Rebecca Matchett sold her share to Andrew Rose, the founder of Theory, in 2003. Under his helm as Financial Director the product range was extended to include skirts, dresses, blouses, shirts, and denimwear. By 2008 apparel by Alice + Olivia were dressing the likes of Sarah Jessica Parker and Angelina Jolie.

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