Eveningwear designer Alessandra Rich launched her namesake label in 2009. Rejecting trends and believing in a new concept of femininity, cleverness, cheekiness and self‐confidence, Alessandra Rich's dresses have introduced a revived style to eveningwear that is edgy and ironic, whilst streamlined and chic. Alessandra Rich's nonchalance in design with minimalist shapes and luxurious materials create the foundation for a collection that is cross cultural and contemporary, resulting in a highly covetable collection where East meets West. Each season Alessandra Rich’s clothes tell a story through elaborate inspiration that injects her brand with a fresh vision. Diane Kruger, Sienna Miller, and Samantha Cameron are regulars to the brand, reinforcing the brands ability to suit a multitude of occasions.