Founded by former ASOS fashion director Caren Downie, Finery London is a class act. The brand has cleverly identified a target market that wants something more sophisticated than Topshop but with a youthful, quirky edge. Downie describes it as ‘a personal edit’, worlds away from her fast fashion background. The price point is reasonable and the prints manage to be both fashion forward and wearable for day to day dressing. Currently on my shopping list is the poppy print wide leg jumpsuit made for pairing with a black leather jacket and the electric blue suede lace-up boots ideal for this summers cut off denim trend.