3,2,1... Lift-off!

The day is finally here, London’s best kept secret is out - Vivien Alexander has launched!

We are extremely excited to offer you our beautifully tailored coats celebrating the female form in every shape and size, and our breath-taking jewellery. We know you are going to love them!

As you browse through our unique collection, I thought I would share with you the inspiration behind Vivien Alexander. My company is quite simply a celebration of the woman!

We are living in an age where the concept of a woman and our very existence, are under threat through an ever-growing number of absurd and reductive euphemisms used to deny females their identity. Overzealous political correctness and surely ill-thought-through modern-day language denies us who we are even in the maternity wards. We are no longer mothers but “chest feeding birthing partners”!

As for the High Street, well, it is now more than a decade since it started to overwhelm us with nothing but oversized clothing, especially when it comes to coats, and to my amazement luxury brands followed suit. Well, not this luxury brand! You have probably gathered that ill-fitting duster coats are not to my liking, and why would they be? These loose-fitting, long coats were originally worn by horsemen to protect their clothing from trail dust, the long slit up the back to hip level giving ease of wear on horseback. Why would women want to hide under clothing designed for men, even if they are part of the horsey set?!

I propose we leave duster coats to Doctor Who and the cowboys. The sophisticated lady needs a beautiful, flattering, well-fitting coat which is designed to last, and this is exactly what Vivien Alexander offers.

Unlike many who proudly declare that they have spotted a gap in the market when they launch their businesses, Vivien Alexander simply wants to provide our customers with a choice of beautiful, well tailored garments and accessories that flatter, bring confidence and help them stand out from the crowd.

So, as a proud woman and mother, who is not afraid to indulge in the odd sweet treat, I can tell you that when I design my garments, I always aim to present our beautiful figures - no matter what our size may be - in the best possible light. Love handles or not, big or small, short or tall, young or old, slim or plump, all ladies have a bust, waist and hips that should not be hidden under unnecessary reams of fabric but allowed to shine through and be celebrated!