All the Fashion Girls Are Wearing Aligne – Charm

You might not know the name Aligne, but chances are you’ve already seen the brand’s viral waistcoat all over your Instagram and TikTok feeds. Cool girls from Copenhagen, London, and New York have been spotted wearing the brand, as well as celebrities like Katie Holmes.

The East London label offers wardrobe staples in fresh cuts and silhouettes: blazers nipped in the waist and denim shirts that appear to contour to the body. Even more appealing is Aligne’s accessible price point. Everything is under $500, with the majority of the collection ringing in at less than $200. At a time when luxury prices are ascending to stratospheric heights, this pricing sweet spot has resonated with shoppers in a major way.

JESSE BAUER

Katie Holmes wearing Aligne’s Stella coat and Clay waisted cardigan.

“Trend-forward styles at an approachable price point? It’s what every consumer dreams of! My personal favorite styles from the brand are the babydoll tops and denim offerings,” shares Caroline Maguire, senior fashion director, Shopbop.

While Aligne’s certainly got the office covered, their versatile assortment extends to “after hours” too, whether that’s event dressing, resort wear, or even weekend attire—the mix is designed to suit everything from a weekend errand run to a wedding (Aligne launched its first bridal capsule in February).

courtesy of Aligne / @tonesoftrends

a stylish outfit featuring striped pants and a denim jacket

courtesy of Aligne / @lau.maree

There are cherry colored cardigans, pistachio green linen tops, butter yellow a-line skirts, and even diamanté jeans. Clearly, the brand isn’t afraid to play with color—going beyond the neutral palette that “quiet luxury” has centered around for so long. “Each piece in our collection is designed with purpose, exploring new shapes and bold colors while staying true to our signature offerings,” says Ginny Seymour, CEO of Aligne. “We make clothes that hold their own — considered and assured pieces to live boldly in.”

Seymour joined the company in 2022 and strategically transitioned the brand from a largely wholesale business to a direct-to-consumer model. “I wanted to open a direct conversation with our customer so we could learn quickly and have time to be selfishly unapologetic about our approach. As we were learning, we were quickly adapting designs and changing the collection,” shares Seymour. She knew she was onto something when the Leo waistcoat, the sleeveless precursor to the Daphne blazer, sold out immediately,

Daphne Waisted Blazer

“I remember wanting that silhouette and its nipped-in waist, but every time I would go to put it on in the morning, I wished it had sleeves…Our DTC model allowed us to pivot.”

The Daphne was the first viral hit for Aligne, selling over 6,000 units and amassing a waitlist of thousands. “It was developed six months into our journey, and I would say it was the first piece where I knew exactly who our Aligne customer was. It is such a versatile piece and can be styled in so many ways.” The waistcoat has become a signature hero of Aligne and is available now in a variety of materials and colors, from linen and boucle to butter yellow and charcoal.

a person wearing aligne's yellow jacket with buttons and dark jeans

courtesy of Aligne / @kissser

a person wearing aligne's long coat during copenhagen fashion week

courtesy of Aligne / @pollyvsayer

Aligne’s expansion into the global market has been a strong indicator of its growth and popularity. Remarkably, Seymour notes that U.S. sales have now surpassed the U.K.; to build upon this momentum, Aligne is kicking off its first pop-up shop in New York City on April 4 (with further pop-ups planned across the country and in Europe over the next 18 months).

The goal is to connect further with Aligne’s community. “Aligne is shaped by strong and confident women,” says Seymour. “Women who are going places, both in life and in style. We are a women-led brand, determined to create something bigger than just beautiful clothing.”