Aimee’s Muse
“She has a timeless grace about her…. Something reminiscent of the silver screen…
She is Aimee Joyce London.”

After a life long love affair with fashion, in 2019 Aimee finally took the plunge into creating her own fashion brand. After gaining experience based in Milan fashion houses from the age of 18 and working at the UK’s only Couture house, Ralph and Russo in her most recent years.


Her studies include The world renowned Central Saint Martins being her first stop, followed by classes with Couturier to the Queen, Jon Moore of Hardy Amies, lead by a year at London’s only Couture house, Ralph and Russo. Aimee’s main focus is to create a lifestyle choice, rather than just clothing “ We as a society focus far too often on what and who we are wearing rather that how it makes us feel… I want my client to be able to look through her wardrobe… and remember how she felt that evening in my piece and smile… and pass the garment down to her grandchild hoping to evoke the same emotions.”

“Femininity is it at the core of my brand. This however is often underestimated, mistaken as a weakness. When strength and femininity are combined… they are quite the weapon… the perfect ingredients for that desirable femme fatale quality. My plan is to combine the two… with suggestion at the core… mystery being the greatest aphrodisiac.”


Aimee’s style is finding the perfect balance between old and new. The 50’s silhouette being her go to era when combining femininity and strength. Contrasting fabrics and styles is a main feature of Aimee’s designs. After spending 5 years as as a stylist, Aimee has become a master at understanding proportions and colour, these being the qualities which ties all of these key features together.