Introduction
Welcome to Principles Clothing® – bringing effortlessly elegant and timeless style to women across the UK since 1984.
Founded in London, our brand has grown from a small boutique to a beloved national retailer, now with over 170 stores and concessions nationwide. While we’ve expanded our reach, our dedication to helping women look and feel their best remains at the heart of everything we do.
At Principles, we believe that fashion should fit your life, not the other way around. Our thoughtfully designed clothing aims to make you feel comfortable, confident, and undeniably chic – whether you’re headed to the office, a weekend getaway, or anywhere in between.
Read on to learn more about our journey, ethos, and what sets us apart in the world of women’s fashion. Discover how we create collections with versatility and ease in mind, helping savvy shoppers pull together outfits for every occasion.
Our History & Heritage
The Principles story begins in 1984, when we opened our very first store on London’s trendsetting King’s Road. Founders George Davies and Richard Sharp were inspired by the effortless elegance of European style, and sought to bring this aesthetic to British shoppers.
The brands’ early collections focused on beautiful fabrics and flattering silhouettes in neutral, earthy color palettes. Piece could be easily mixed and matched to suit women’s busy lives. This thoughtful approach earned Principles a devoted following who loved the brand’s wearable versatility.
In the 1990s, Principles pioneered accessible luxury on the UK high street with our Designer Collections. These capsule ranges from acclaimed designers like Betty Jackson, Jacques Vert, and Jeff Banks made high-end style available at our down-to-earth prices.
Into the early 2000s, we expanded our reach exponentially by partnering with major retailers like Debenhams, House of Fraser, and Next. Today you’ll find Principles concessions in over 150 department stores, making our effortless style more accessible than ever.
While our footprint has grown over the decades, our founding ethos remains the same. We take the effort out of looking polished and put-together by designing clothing that transitions seamlessly from day to night, work to weekend.
Our Design Philosophy
Here at Principles, we believe that looking stylish shouldn’t require constant shopping and styling. Instead, we focus on creating capsule collections in thoughtful color stories that allow for easy mixing and matching.
Our designers carefully edit each seasonal range down to just the essential, versatile pieces busy women need in their closets. You’ll find wardrobe staples like dresses, knitwear, and tailored separates focused on flattering fit, premium fabrics, and elegant silhouettes.
We strike a balance between on-trend and timeless, with just enough seasonal updates to keep your look fresh. Clean lines, muted palettes, and luxe natural fibers give our clothing a refined yet effortless feel.
While silhouettes come in and out of fashion, a quality piece should last beyond a single season. Our clothing is designed with longevity in mind, carefully crafted to remain a valued part of your wardrobe for years to come.
Our Fabrics & Sourcing
At Principles, we understand that the right fabrics make all the difference. Our designers specially select materials with both beauty and versatility in mind.
Natural fibers like wool, cotton, linen, and silk make up the majority of our collections. These breathable fabrics feel soft against the skin while beautifully draping the body. Blends incorporate stretch fibers like spandex for an extra comfortable fit that moves with you.
We develop custom-milled fabric in exclusive prints each season, allowing us to produce unique pieces you won’t find anywhere else. Our in-house team works directly with mills to craft materials perfectly suited to our brand aesthetic.
While many brands shift production overseas, we pride ourselves on maintaining British ties whenever possible. Many of our custom fabrics are woven in the UK. We also work with trusted family-owned suppliers across Europe who share our standards and values.
Our Collections
Our major seasonal collections focus on wearable, transitional style to carry you from one season to the next. Here’s an overview of what you’ll find in our ranges:
Spring/Summer
The Principles spring/summer collections provide breezy, colorful style for the warmer months. Light fabrics like linen and cotton are accented with bright accessories and prints. You’ll find plenty of dresses and separates ideal for tropical getaways, while also remaining office-friendly.
Autumn/Winter
For autumn/winter, we embrace richer colors and fabrics. Plush wool knits, leather accents, and velvet prints transition seamlessly from crisp fall days to the holiday season. Deep hues and cozy layers provide warmth and sophistication.
Workwear
Our workwear encapsulates 9-5 polish with playful femininity. Trouser suits, pencil skirts, and sheath dresses provide boardroom-ready style, while bold prints and textures add personality. Luxe jersey and stretch fabrics allow for full day comfort.
Weekend
Effortless weekend style is easy with our loungewear pieces, breezy tops, and stretchy denim. Natural fabrics feel indulgent for relaxing days around home while remaining refined enough for impromptu outings.
Holiday Shop
Jet set in style with our breezy getaway collection. Packable linen separates, swimwear, and sundresses transition seamlessly from the beach to cocktails at sunset. Or staycation in chic loungewear perfect for relaxing while still looking pulled-together.
Petite
Petite women know the struggles of finding properly fitting clothing. Our in-house Petite collection provides selected pieces from other ranges, thoughtfully scaled down to flatter and fit frames under 5’4”.
Tall
Like our Petite offerings, the Principles Tall collection takes our most popular pieces and re-proportions them for women 5’8” and above. Enjoy the perfect fit without costly tailoring.
Plus Size
Every woman deserves to look and feel fabulous, regardless of size or shape. Our Plus collection (sizes 18-34) offers an array of gorgeous apparel cut specifically to flatter curvier figures.
Our Commitment to Women
Here at Principles, our goal is to help women look and feel their personal best at every age, size, and stage of life. We refuse to make trend-driven style accessible to only the very young and sample-sized.
Our in-house Petite, Tall, and Plus collections ensure women of all proportions can finally enjoy fashionable clothing created just for them. An inclusive size-range allows shoppers to find their perfect fit.
We also understand that each passing decade brings new joys and challenges when it comes to style. Our collections incorporate thoughtful details to flatter across every life stage – like adjustable hems and waistlines during periods of change.
No matter your age, shape, or size, Principles aims to help you put together outfits that make you shine, not shrink. Clothing should boost confidence, not cripple it.
Customer Service That Goes The Extra Mile
While we’ve grown over the decades, our dedication to personalized service remains paramount. We want every customer to feel supported throughout their Principles experience.
Our in-house customer service team works hard to resolve any issues promptly and pleasantly. Online shoppers can easily track orders and communicate with representatives via live chat.
When visiting a Principles concession, our friendly stylists are on hand to help find your perfect fit and create head-to-toe outfits. Feel free to ask for style advice – we love helping women discover their best looks!
We also offer convenient order management services like free returns within 28 days. Try before you fully commit so you can shop with confidence.
Future Goals & What’s Next For Principles
While we take pride in our heritage, we’re also always looking ahead to the future. We’re committed to evolving with our customers and operating ethically at every step.
We plan on further expanding our size range and continuing to improve fit across different body shapes. Community feedback helps guide these efforts, so please keep sharing your thoughts with us!
Eco-friendly materials and responsible manufacturing processes are also becoming a bigger part of our conversation. We aim to do our part in creating an ethical fashion future.
Most importantly, we’ll continue doing what we do best – delivering versatile, thoughtful collections fit for life’s many occasions. Our core ethos remains the same, even as we explore new avenues in women’s clothing.
We can’t wait to see what the next era holds for Principles and our fabulous customers! Thank you for being part of our journey thus far.
Our Story In A Nutshell
For over 35 years, Principles has focused on helping busy women build effortless wardrobes to fit their lives. Our versatile collections marry elegance with ease through premium fabrics, flattering fits, and thoughtful colors and prints. Customer comfort and confidence guide everything we do.
As we continue growing, our commitment to making women look and feel their best remains at the heart of the Principles experience. We can’t wait to help you love getting dressed each day!
