This 90s boho fashion brand has relaunched and it’s better than ever

Fashion brands may come and go, but recent years have seen the revival of several high street favourites that had been loved and (thought we’d) lost.

First Ghost became a cult favourite amongst the style set once again thanks to its unrivalled collection of long sleeve midi dresses, then Coast upped the stakes in the occasionwear game. Now its the turn of boho brand East to step back into the spotlight, with an edit of autumnal outfits that represent the turning tide for slower, more sustainable shopping.

East

Aniko Brown Foil Print Maxi Dress, £169, East

‘We really wanted to relaunch with a new outlook, looking to the future, and challenge how we can engage new customers as well as talk to the original East customer through heritage techniques and natural fabrications,’ brand director Caroline Jackson explains to you.co.uk.

The intention, Caroline says, is to create ‘beautiful heirloom pieces that you will treasure for years to come as well as always considering our sustainable journey.’

fashion brand East
East

Misha Charcoal Embroidered Tunic Dress, £149, East

The A/W 19 drop embodies this with classic silhouettes and patterns that resist flash-in-the-pan trends. Details like tiered skirts, frilled sleeves and tassels stay true to the brand’s heritage and feel contemporary, and looking ahead, ‘S/S 20 will see more woodblock cottons and linen all dyed using natural/vegetal dyes.’

Price points reflect the investment nature of the line, sitting in the hundreds for a statement midi or leather bag. But the intention is that you buy once, wear for a very long time, making the cost per wear suddenly feel much more reasonable.

East

Jessie Woven Leather Bucket Bag, £139, East

‘We believe fashion doesn’t have to cost the earth – so our customer can wear our collection knowing we have considered sustainability and conscious ethical production at every step of the process,’ says Caroline.

The brand uses eco-friendly materials where possible, and has committed to the total elimination of single use plastic bags from the delivery process, instead using reusable organic cotton bags to send out its products. It openly admits that it’s not perfect, with more improvements to come, but the team are ‘striving hard to source the best and most eco-friendly options out there.’

East

Ophelia Red Print Midi Dress, £149, East

The new arrivals for this season are inspired by the ‘pink city’ of Jaipur, so expect bold colours, unique prints and elaborate finishes.

Caroline’s predictions for top sellers include the Lillian dress, – perfect for ‘work or popping to the shops or the flower market at the weekend’, and the foil print Aniko maxi, ‘which can be styled on top of denim and layered with tailored jackets and jewellery, or simply worn on its own – as it’s so special.’

You can now shop the full East A/W 19 range at east.co.uk