LONDON, September 6, 2016

Award-Winning Fashion Media Duo Launch Sosandar, a New Womenswear Brand

Former Look magazine editor, Ali Hall and former Look and InStyle publishing director, Julie Lavington, announce the launch of Sosandar. Sosandar is a new online womenswear brand that fuses a fashion-forward clothing line with style inspiration, news and advice.

Leveraging more than 40 years of their combined fashion media insight, Hall and Lavington bring a new perspective to the fashion industry. Having spoken to thousands of women about what they want from their clothes, the duo are in the unique position of being able to satisfy that need. Sosandar delivers instantly wearable pieces that truly reflect the seasons and make women feel chic and feminine.

The debut autumn/winter 2016 collection from Sosandar’s in-house design team features sleek outerwear, luxurious leather jackets and pencil skirts, directional separates and dresses,

and outfit-topping shoes. Created by women for women, every piece is road-tested to ensure the most flattering fit and maximum wearability.

“I saw a real gap in the market for trend-led clothes that cater to what women really want – be that dresses with sleeves or hemlines that aren’t bum skimming,” explains Hall. “Realistically, not many women buy knee-high boots in July; Sosandar’s drops aren’t dictated to by what has become an increasingly irrelevant retail calendar. By complementing the clothing line with an informative editorial offer, is a new online destination for fashion-savvy women.”

The relevance of the offer, coupled with the media and business acumen of its founders proved an irresistible combination for independent investors, securing full backing for the venture.

Lavington says: “After years in the fashion publishing business, we can use our experience and knowledge of what women want in their wardrobes to bring a fresh outlook to a flourishing UK fashion industry”