About
Aimee Joyce London was founded on a deep appreciation for timeless style, impeccable craftsmanship, and the artistry of bespoke couture pieces. Established in 2019, the brand embodies strong femininity, combining modern silhouettes with the elegance of heirloom-quality garments. Each piece is designed not just for the moment but to be cherished, passed down, and woven into personal histories.
Aimee’s journey began at Central Saint Martins, followed by training under Couturier to the Queen, Jon Moore of Hardy Amies, before refining her expertise at London’s only couture house, Ralph & Russo. Her experience in the prestigious ateliers of Milan further shaped her understanding of luxury clothing, designer womenswear, and hand-crafted dresses.
A Vision of Elegance
"Femininity is an undeniable strength. My designs embrace contrast—delicacy and power, mystery and confidence, classic and contemporary. Suggestion, after all, is the most captivating form of expression."
Inspired by the graceful silhouettes of the 1950s, Aimee’s aesthetic strikes a balance between heritage and innovation. She works with luxurious fabrics, blending embroidered floor-sweeping gowns with sophisticated tailoring to create a wardrobe that transitions effortlessly from day to evening. Her background as a stylist has given her an expert eye for proportions and colour, ensuring that each creation enhances the wearer’s natural elegance.
Designed for a Lifetime, Not a Season
True designer fashion is more than an outfit—it’s an experience, an emotion, a story told through fabric and form. Aimee believes in designing occasional wear that lasts beyond fleeting trends, ensuring each garment is an investment in timeless sophistication. Every piece is crafted with precision tailoring and exquisite detailing, embodying the essence of a luxury British brand.
What we wear should evoke something within us. I want my clients to open their wardrobes and remember how they felt in my designs. Years from now, they will pass them down—not just as garments, but as memories waiting to be relived.
Aimee Joyce London is more than just a fashion shop in London—it is a destination for elegance and individuality. A dress is more than clothing; it tells a story, evokes emotion, and becomes a cherished part of a woman's journey. Celebrating the beauty of luxury womenswear, the brand seamlessly blends timeless silhouettes with modern femininity, ensuring every woman feels both powerful and effortlessly elegant.