“Excellence is in the details. Give attention to the details and excellence will come”

Aloura exhibited the new A/W17 preview collection at Pure London last week inside the famous Kensington Olympia venue. Couture dress samples, fresh off the plane from Mumbai that feature a mixture of thick velvets, soft neoprene and delicate mesh were among the new seasons buyers favourites.

Signature hand embellishments and intricate placed cut outs are found throughout the classic eveningwear collection. Every design can be purchased in black, evidently creating and continuing the little black Aloura dress theme.

The photographs capture the beautiful details of the hand embellished dress designs, which are Rachel O’Mahony’s and Emily Hill’s favourite A/W17 creations. Many hours of work goes into creating that one Aloura dress, which makes it that extra bit special.


Keep up to date with the Aloura collection and campaign photographs by following us on Twitter, Instagram and Facebook @alouralondon