Almost Famous London Fashion Label


Versatile Fashion and Eclectic Style Since 2002

London-Based Womenswear Fashion Label from Cousins Juliana Oei and Desmond Wong

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Introduction to the Almost Famous Clothing Brand

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Womenswear brand, Almost Famous, was launched in 2002 as a creative joint venture between cousins and former business partners Juliana Oei and Desmond Wong. Desmond had developed a creative flair from his degree in creative design and Juliana had the necessary skills in marketing, thanks to her honours degree. The pair founded the women’s denim brand, Twins, offering jeans in a variety of styles with Juliana’s signature detailing using lace, print, semi-precious stones and beading.

The range of jeans proved very popular and a high demand for complimenting garments followed. This led to the duo designing a collection of tops and separates to work with the denim range. From their small workshop in West London, Almost Famous produced their full ready-to-wear womenswear range for the Autumn/Winter 2006 season. A loan and valuable mentoring from The Princes Trust allowed Almost Famous to successfully market the debut full collection, which consisted of skirts, dresses, knitwear, tops, outerwear and footwear all in various colours and vibrant print.

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Following the success of the first Almost Famous collection, the label launched its first standalone store in London’s Fitzrovia. This was soon followed by an e-commerce store in 2007. Since then the brand has continued to go from strength to strength – the London flagship continues to stock the full Almost Famous range including womenswear, footwear and accessories, in addition to an impressive international profile. As of 2011, the Almost Famous label was available throughout the UK as well as stockists in, Ireland, Greece, Spain, Italy, Belgium, Germany and Russia. Additionally, Almost Famous are regular exhibitors at London Fashion Week, with their Black Label.

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Almost Famous: Key Dates

  • 2002: The Almost Famous brand was founded by cousins Juliana Oei and Desmond Wong.
  • 2006: For the Autumn/Winter 2006 season Almost Famous launches its first full womenswear collection following the success of their denim brand, Twins. Also this year, the brand opens its first standalone store in London’s Fitzrovia.
  • 2007: Almost Famous launches its own e-commerce store.
  • 2008: For the Spring/Summer 2008 season, Almost Famous launches its Black Label at London Fashion Week – an elegant and dramatic collection for the luxury end of the market to complement their mid-range Green Label.

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Aesthetic of the Almost Famous Brand

When creating each collection the Almost Famous label takes inspiration from the style icons of the past to give a distinct vintage feel. These vintage influences are combined with embellishments and embroidery in garments, which create feminine silhouettes that flatter the female figure, bringing a touch of glamour to everyday life. The brand’s signature style is eclectic with a great attention to detail and a focus on easily interchangeable looks that offer something for everyone – from a 20 something fashionista to a sophisticated lady in her 50’s.

The ‘dress’ has become synonymous with the Almost Famous brand, featuring heavily each season with vivid prints and vibrant colours. The Almost Famous aesthetic has attracted many celebrity wearers including Sarah Jessica Parker, Alicia Silverstone, Alexandra Burke, Dannii Minogue, Stacey Solomon and Barbara Windsor.

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The Future of the Almost Famous Brand

In the future, Almost Famous hopes to open more stand alone stores and concessions as well as expanding into other fashion capitals including Paris, Shanghai and New York.

Check out the official Almost Famous website, here.

If you like the look of Almost Famous, check oout fellow British labels ASOS, Topshop and Karen Millen.

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