Mod Dolly’s website launch

Saturday afternoon we were invited to the launch of the new Mod Dolly website. Hosted in The Tea Room, a majestic pastel haven in Stoke Newington, the perfect place for the launch.

Filled with London’s finest fashion bloggers, sipping tea and eating cake, we found the atmosphere friendly and brimming with creative beings.

It was then I met Amy He, the cute-as-a-button designer behind the label. Wearing one of her lovely handmade floral pieces, she chatted about Mod Dolly and what the label represents.  

She described her garments as girly, pretty and vintage-inspired. These quirky and authentic-looking pieces are representative of Amy’s inspirations: the 1940s/50s, teapots, clotted cream and all things girly, these aspects shine through her clothes and would make any of us feel dainty when wearing them.  

By adding a twist to classic styles with buttons, Peter Pan collars, lace and A-line skirts, Mod Dolly is really creating a name for itself. I was astounded by Amy’s show of outstanding maturity, ambition and knowledge of the fashion industry, after having run the label for just a year. With talk of launching in China next year and collaborating with Crown and Glory accessories, there are a lot of exciting events lined up for Amy and her label.

Molly Bloom, the new limited edition collection is currently available on ASOS marketplace. It showcases what Mod Dolly is really about and what it has become. Modelled by the beautiful and charming Olivia Purvis in fields of flowers and cottages, it portrays femininity and shows how the designer wants her clothes to be worn and seen.

We love this Clementine dress; the contrast between the denim skirt and white top is very sweet and gives us those summer vibes. Amongst the rest of the collection are playsuits smothered in spots and stripes and dresses in floral and baby blue. We love the wearablity of the collection; the ease between day and nightwear is something we all need for our wardrobes.

Mod Dolly will also be printing fabrics come Autumn/Winter 2012, part two. We can’t wait to see the designs and patterns that will capture the complete signature look.

The new website is to be launched this coming Friday. We are excited to see what treats are in store! But one thing is for sure, it won’t be anything less than perfect for us, modern girls. 

Bethan Williams
Photos: Courtesy of Mod Dolly