DESIGNER TALK: ALOURA LONDON

Aloura London is the creation of London College of Fashion graduate, Rachel O’Mahony and Middlesex graduate, Emily Hill. Fusing modern evening wear with elegant embroideries, hand-stitched embellishments and chic tailoring, Aloura offers premium cocktail dresses skillfully created to bring style and femininity to every woman.

How did you become involved in fashion design? Both of us had a passion for fine art while studying at secondary school, but never initially thought of it as a career option until the last year of sixth form.

We met each other when studying our Art and Design Foundation at London College of Fashion in 2011, and it was here that together we both decided to specialize in the womenswear Design pathway. We often partnered up to experiment with innovative design techniques and illustrations and the amazingly creative art tutors really inspired us to develop our skills and learn more about womenswear design.

What materials do you most like to work with? For Aloura, we both love working with delicately hand-stitched embroideries that feature tiny glass beads, stones and metallic sequins. The overall look of the embellished garments is so strikingly remarkable and we really enjoy creating such unique and exclusive pieces, which we feel has now become our signature style.

Luxurious stretch fabrics such as neoprene and stretch satins are also some of our favorite materials to work with as the fabric molds to the figure and creates beautiful feminine silhouettes.

How does your geographical location influence your aesthetic? London is such an inspirational city with access to some of the world’s most beautiful and innovative traditional and modern architecture that all act as the main inspiration behind the collections. We consider our design aesthetic to be sleek, feminine and contoured with embellishments, making our garments the perfect chic city choice for women going out to party in London or other city’s.

What’s been your greatest professional achievement to date? Creating a company from scratch has been both of our biggest achievements to date. From establishing a business plan, seeking investment and traveling the world sourcing fabrics, manufacturers and packaging. It took two years of blood, sweat and tears to build the company as we wanted everything to be perfect before we launched.

The Aloura brand has been launched now for two months and we are so delighted with all of the positive feedback from our customers and press and have already started designing the next Aloura collection!

What’s one thing people would never guess about you?

Rachel - I'm a natural brunette.. shh!

Emily – I'm a Life guard-turned-fashion-designer!