For many up-and-coming fashion brands, it's usually a single item that catches the attention of celebrities and fashion girlies alike that causes it to break into the mainstream. Case in point: *that* viral ruffle dress you saw all over TikTok bringing Fanci Club to the forefront of the collective fashion conscious.
However, Gen Z-favourite brand Peachy Den has taken a different approach. We first spotted the brand way back in 2019 when Iris Law donned the bestselling Celeste set â a green velvet cropped cardigan and trousers co-ord. Bella Hadid followed suit two years later with her own Celeste co-ord, this time in a rich chocolate brown.
Fast forward another few years and we're finally seeing Peachy Den everywhere. Whether itâs Dua Lipa in a slinky, stretchy maxi dress, former Cosmopolitan UK cover star Beebadoobee in a bubble-hem mini dress, Olivia Neill in a rainbow checked co-ord, Raye in the plunging Giselle Swimsuit, Nicola Peltz-Beckham in cargo shorts, or Addison Rae donning the checked Cindy bikini with matching ruffled briefs, you likely wonât be able to scroll through your Instagram or TikTok feeds without spying a Peachy Den design.
The brand's presence is just as rife IRL. In 2023 in front of millions, Olivia Dean took to the stage at Glastonbury wearing the sell-out âCindyâ set, a moment founder Isabella Weatherby describes as her âproudest to date.â
Weatherby launched Peachy Den in January 2019 after seeing a gap in the market for well-fitting trousers and jumpsuits that were comfy, sexy, affordable, *and* sustainable â no mean feat. Utilising eco-friendly fabrics from within the UK (and occasionally the EU and Japan, when necessary) all of the pieces are designed and created in South London. Plus, Peachy Den has a zero-waste policy meaning any left over fabrics and made into scrunchies, while faulty garments and samples are sold via Instagram or Depop.
As for the name? With the number one priority of creating form-fitting designs that turn even the flattest of pancakes into a peachy behind, paired with Isabella's desire to build a community of like-minded, fashion-loving women, it reflects the playful approach to style the brand embodies.
The pieces are instantly recognisable â fuss-free, minimal silhouettes taken from girlhood-era styling, albeit with a sexy, grown-up twist, in a colour palette of mostly black, white, red and blue. âOur customer has a need for familiarity and, at the same time, an obsession with newness. Something old yet new, so we aim to harness the nostalgia and comfort found in the iconic design aesthetics of '90s and '00s Britpop fashion culture,â says Weatherby.
Flirty but functional, feminine but not overtly so, itâs no wonder Peachy Den has earned the approval of It girls and A-listers alike. However, itâs the brand founderâs ability to capture the current mood that is no doubt the secret behind its success. Releasing quarterly capsule collections in limited production runs, the consciously-created edits routinely sell out.
âIâm a very nostalgic person. I have an obsession with looking back through my childhood clothes, memory boxes and diaries, hoping that something will spark an idea and reveal a snippet of my personality,â Weatherby shares, offering an insight into her design process. She also credits those around her and the like-minded, fashion-loving community sheâs created as a constant source of inspiration. Products and collections are named after the women who inspire them. The âDebaâ is named after the ultimate Peachy muse Deba Hekmat, the âLennoxâ is in homage to the legendary Annie Lennox and the âAmelia,â an ode to Amelia Earhart.
âOur goal is to be the London brand exporting cult Brit girl style to the world,â explains Weatherby. And after seeing the trajectory of this small-but-mighty brand over the last six years, we have a feeling that dream is just around the corner.
So what are you waiting for? Shop our top Peachy Den picks:
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Alexandria Dale is the Digital Fashion Writer at Cosmopolitan UK. Covering everything from the celebrity style moments worth knowing about to the latest fashion news, thereâs nothing she loves more than finding a high street dupe of a must-have designer item. As well as discovering new brands, sheâs passionate about sustainable fashion and establishing the trends that are actually worth investing in. Having worked in fashion journalism for six years, she has experience at both digital and print publications including Glamour and Ok!
