About Principles

At principles we provide stylish, smart clothes with an individual handwriting. The collection is focussed on the latest shapes in premium quality fabrics, beautiful design detailing and a great fit.

With real women designing a collection for real women we have a strong understanding of the desire to be modern, sexy and feminine whilst acknowledging the needs of a busy life, balancing work and family.

By interrogating the trends and offering great fashion advice in a glamorous service environment we ‘make sense of fashion’ for grown up women globally, becoming ‘the ultimate stylist’ for our customers.

The Petite collection

Our Petite collection is specially made to fit and flatter women of 5' 3" and under.

The collection's success is due to its perfect fit. Lengths are re- worked, details are re-scaled, embellishments and prints are re-designed to flatter and compliment this figure.

Head office

Located in the shopping centre of London, our head office is just off Oxford Street on Rathbone Place.

Principles Retail Ltd
19-22 Rathbone Place
London W1T 1HY

Click here for directions