Lucy Aylen’s Never Fully Dressed is at the forefront of dopamine dressing, celebrating vibrant, joyful outfits that boost your mood and promote self-expression. In a friendly interview, Lucy shares insights into her journey from market stalls to becoming a global fashion success. Reflecting on her upbringing, she highlights the importance of routine. “Whether it’s up and out or a slower start, having a routine either way is key for a successful day,” she notes. Committed to eco-friendly practices, Never Fully Dressed also emphasizes inclusivity with a wide range of sizes. As we wrap up the questions, Lucy shares her advice to aspiring female entrepreneurs: “Enjoy the journey, every part of the process.”
Hermione India Edwards [HIE]: As Never Fully Dressed continues to flourish and your daily tasks and meetings expand, can you take us through your morning routine and how it helps you set up for a successful day?
Lucy Aylen [LA]: My morning can be completely varied, some days I have my Nanny at the house early so those days I can exercise, other days it’s very much getting the children ready, fed and out the door. I prep as much as I can the night before whether it’s the kid’s school bags or my own coffee flask.
On shoot days we have an early start so up and out, I grab a coffee or matcha on the way to the location and usually have some time in my car to listen to a podcast ahead of a busy day. Whether it’s up and out or a slower start, having a routine either way is key for a successful day.
[HIE]: Founded in 2009, Never Fully Dressed began its success as a market stall. With your grandparents being seamstresses in the East End and your parents being market traders, how do you think their careers and experiences have shaped you into the person you are today and influenced the success of Never Fully Dressed?
[LA]: The hard work ethic, support and love from my Grandparents were passed down to my parents and in turn to me. My Mum worked full-time my whole childhood, so we all learnt the importance of working hard. I never really identified as an entrepreneur until recently but I can see how watching my Mum work so hard has influenced that, as well as the fact that I don’t love authority so I always wanted to do something myself. The market trading days help to ground you, build a solid community and remind you where hard work begins.
[HIE]: Never Fully Dressed is continuously working towards a more sustainable future by consistently working with your supply chain to expand your offering of eco-friendly materials. Can you share more about your sustainability initiatives and how they contribute to reducing the environmental impact of your products?
[LA]: I am very aware of our voice, what NFD stands for, and what we want to create. The team have worked tirelessly on improved fabric bases, external finishing, the integrity of design, creating a story for each product, and offering multi-way styles, whilst creating a stronger product value and lifespan. We use excess fabric for smaller items such as jewellery bags and face masks in covid, we ensure patterns are printed with minimal wastage, continuously adding to the part we play in circular fashion. We still have our monthly pre-loved stall at Spitalfields market which has come full circle from where NFD started, as well as our preloved offering onsite where customers can sell their loved NFD pieces. This summer we will be hosting an NFD swap shop with influencer Florence Given, inviting our community to shop preloved in real-life
[HIE]: The fashion industry often promotes wearing an outfit only once, but you’re striving to change that by creating videos on how customers can re-wear Never Fully Dressed pieces. Why is this important to you?
[LA]: When I first started NFD everything was one size, so I worked hard to ensure the items worked for everyone, showing multi-way styles and how to wear for all body types, ages and creativity. Then came the world of social media when were then able to showcase this via reels to help women get the most out of their outfit. Our customer base is so broad we want to give them the tools to create styles that suit them as individuals whilst expanding the lifestyle of their wardrobes.
[HIE]: You’re passionate about circular fashion and have partnered with Depop to offer a pre-loved service for your customers. Can you tell us more about how this partnership works and its benefits?
[LA]: I have always shopped second hand, it’s something I have been passionate about and always wanted to integrate into the business. Depop is where we started selling our preloved offering, we were part of their starting journey in London and love to see how this has grown into an amazing business today. Now that we have this offering onsite, giving our customers the chance to sell to each other, building on our community focus
[HIE]: Never Fully Dressed takes pride in stocking a wide range of sizes, and has recently launched a petite range. Do you think there is still room for the fashion industry to grow in terms of offering more inclusive sizing?
[LA]: We are conscious and honest in our size offering and it’s why our community show so much love for the brand. There is so much room for more inclusive sizing across the industry, this should be a s fun space for people to express themselves through their style and not be restrictive to anyone.
[HIE]: Who is the Never Fully Dressed girl to you?
[LA]: She is everyone, she is you, she is me, she is her, she is they, she is them.
[HIE]: After nearly two years, Never Fully Dressed has finally established a permanent store in LA. Would you consider opening a physical store in the Middle East next?
[LA]: The next stores on our road map are Miami and London. We love our community in the Middle East, with an ambition to be there in a permanent space and have been working hard with wholesale partners such as Ounass to ensure NFD is accessible whilst we explore this further. This Autumn we will be taking over Koko Bay, Beach Club from the 21st of October for 6 weeks showcasing NFD prints across the club as well as a pop-up space for customers to shop at.
[HIE]: If you could give one piece of advice for female entrepreneurs starting out in the same field, what would it be?
[LA]: Enjoy the journey, every part of the process, your goal posts for success will always move so make the most of each part and enjoy it.
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