If Only If is an independent, female founded business creating timeless, romantic nightdresses for women of every generation and body shape. In 2020 Creative Director Emily Campbell took the helm at the brand her mother founded almost ten years prior, launching new styles to appeal to the modern woman.
Inclusivity is key, with nightdresses available for little girls from aged two years old, and from size 6 to 24 for ladies. Working with the same supplier in Delhi since the brand’s inception, small batches and natural materials ensure a considered approach to manufacturing, while beautiful designs and lighter-than-air fabrics create pieces that customers return to again and again, for special occasions, and all the nights between.
The brand was initially formed when founder Issy Faulkner struggled to find the beautiful designs she coveted, in butter soft silks and floaty, barely-there voiles – after discovering a supplier on a trip to India she designed three nighties and sold them at fairs around the country. In the midst of the covid pandemic she handed the reigns of the business to her daughter Emily, who introduced now bestselling styles, such as the Pandora, and used social media to connect and grow a loyal customer base. With new designs and limited edition styles introduced seasonally the brand now counts Rosie Huntington Whiteley, Pandora Sykes and Millie Mackintosh as fans.
I love working in the fashion industry because….
It’s funny but I don’t see us as being part of the fashion industry per se. We are in that we make clothing for women, but we don’t follow trends or produce lots of new products. We are driven by creating timeless and (mostly) seasonless designs that transcend generations and suit many body shapes. Saying that, I do love the creativity and being a part of a wave of independent smaller brands that are trying to do better against the backdrop of the Giants.
If Only If is best known for…
Romantic, effortless nightdresses for every generation of women.
My biggest achievement to date is…
Not screwing up a family business! My mum created this magical brand and I took over coming up to three years ago. Making sure the decisions I make for the business are rooted in integrity has been a real mantra of mine and has served me well. Personally, building a team of women (who all adore nighties!) and are driving the business forwards with me has brought me huge joy. It was also a bit of a pinch-me moment to see one of our pieces in Rosie Huntington-Whiteley’s hospital bag!
We’re inspired by…
Renaissance art (the drapery), children’s books, our customers, wildflowers, Carrie Bradshaw. The list goes on…
The current bridesmaid getting ready outfits we’re loving are…
The Pandora – it comes in pink or blue scalloping. Perfect as a gentle nod to any colour theme you might have for your day as well as being such a beautiful keepsake for your bridesmaids. We are about to start offering monogramming too
Our favourite pieces from the collection for brides…
The Lily in ivory is so special, and also doubles up beautifully as a honeymoon addition. The perfect side of sexy. Emily is also heaven – for the classic bride.
My favourite place in the world to skip the crowds is…
We recently visited Charleston – that Southern charm got me completely hooked and they are as obsessed with smocking as me.
The best person to follow on Instagram for the perfect nails for your wedding day are..
I’m sure I’m not the only one who fawned over India Cardona’s wedding – she got ready in a bespoke Pandora with white edging, while all her bridesmaids wore Pandoras from the collection. Paired with crocs. The attention to detail at every turn seemed incredible, but it also just looked like a wonderfully fun and happy day – a true sign of a good wedding.
And finally, what’s next for If Only If…
This autumn we are looking forward to bringing out some exciting new products and there will also be rather ‘magical’ Christmas collaboration.
Discover the beautiful pieces here.
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