Former Look magazine editor Ali Hall and former Look and Instyle publishing director Julie Lavington are set to launch a new womenswear brand called Sosandar for autumn 16.
The new collection features sleek outerwear, leather jackets, pencil skirts, directional separates, dresses and footwear “created by women for women”, and will be sold exclusively online.
“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,” said Hall, who launched Look with Lavington in 2007.
“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, sosandar.com will be a new online destination for fashion-savvy women.”
Lavington added: “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.”
Prices for the collection range from £25 for a basic T-shirt to £249 for a leather biker jacket.
The website is set to launch on 19 September.