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“The ALX girl wants to be the leader of the pack & the centre of attention. She’s the girl everyone wants to be – sexy, fast & confident – always on the hunt for her next instant fashion gratification.”

– Alex Perry

“In the right dress there are no rules – only endless possibilities”


The ‘Abbey’ Gown as seen on Ellie Goulding  @ the MTV Europe Awards 2015.

“ALX is true accessible, show-stopping, high impact silhouettes, form fitting femininity and instant star power.”

-Trevor Stones

Detail is key from playful velvet bows, tiered ruffle hemlines, to double wrap around belts- instant fashion that is effortlessly cool

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