Our Story

The journey of Emily Lovelock is one of global inspiration meeting ethical craftsmanship. It is the narrative of a brand that refuses to choose between high-fashion sophistication and a playful, independent spirit.

The Origin: From India to Paris

Emily Lovelock is a fiercely independent global label of Indian origin.

Launched in the Summer of 2017 at the prestigious Who’s Next show in Paris, the brand was founded under the parent company TDF Brands, based in India. The creators set out to bridge the gap between structured, refined luxury and the vibrant, artistic soul of traditional textiles.

The Muse: The "Emily Girl"

The brand story centers around a fictional muse known as the "Emily Girl." She is described as:

"Classy and sophisticated with a refined personal style and a dash of quirky charm. She is curious about the future and respectful of the past."

This balance of "past and future" is visible in every collection. The designs often take vintage silhouettes—like 1950s shirt dresses or Victorian-style high-neck blouses—and reinvent them with futuristic graphic prints or bold, neon-infused color palettes.

A Commitment to Women & Ethics

A core chapter of the Emily Lovelock story is its dedication to social responsibility. Unlike many contemporary brands that outsource production to third parties, Emily Lovelock produces 100% of its collections in-house.

  • Empowerment: The brand’s workforce is comprised of nearly 90% women.

  • Skill Building: The company focuses on training and employing underprivileged women, turning high-fashion production into a vehicle for social mobility.

  • Artisanship: By keeping production in India, the brand maintains a direct link to local artisans, incorporating hand-embellishment and bespoke textile techniques that are often lost in mass production.

The Aesthetic: "Casual Luxury"

The Emily Lovelock narrative is written in prints and color. Each collection is defined by:

  • Bespoke Prints: Every print is hand-drawn and exclusive, often inspired by world travels—from the multicolored tiles of Mexico to the flora and fauna of Brazil.

  • Refinement: Despite the "playful" elements, the brand maintains a commitment to "elegant refinement," using premium fabrics like viscose georgette, organic cotton, and silk.

The Brand Today

Today, Emily Lovelock has successfully transitioned from a niche independent label to a global presence. It is stocked in major fashion hubs from London to New York, standing as a testament to the idea that ethical, woman-led manufacturing can produce world-class, sophisticated fashion.