After leaving a career in property and having enjoyed the creative process of designing her own wedding dress, Alessandra Rich founded her namesake label in 2010 and has since become a favourite among royals, film stars and fashion connoisseurs. She lends a contemporary twist to traditional notions of femininity; hourglass shapes are emblazoned with bold logos, while demure knitwear is embellished with tongue-in-cheek aplomb. Classic feminine pieces toe the line between prim and provocative. Midi dresses and tweed jackets are reworked with fitted cuts and sparkling accents. Decadent crystal jewellery rounds off the collection.