FOUNDED IN JULY 2020 BY INFLUENCER ALICE CROSS, BECAUSE OF ALICE BEGAN WITH A CONSIDERED CONVICTION: THAT CONTEMPORARY DRESSING SHOULD NEVER COME AT THE COST OF QUALITY.
EVER SINCE, EACH COLLECTION HAS BEEN CURATED TO REFLECT OUR UNDERSTANDING OF HOW REAL WOMEN WANT TO DRESS, BALANCING PRESENT TRENDS WITH TIMELESS, ENDURING SILHOUETTES. PIECES ARE DESIGNED TO REMAIN, FINDING A LASTING PLACE IN YOUR WARDROBE RATHER THAN A FLEETING ONE.
A SMALL BUT SIGNIFICANT TEAM OF WOMEN HAS SHAPED BOA FROM THE VERY BEGINNING. IT’S SOMETHING WE VALUE DEEPLY, INFORMING EVERY DECISION WE MAKE FROM DESIGN TO DELIVERY, COVERING EVERYTHING IN BETWEEN.
ALICE’S BACKGROUND IN THE FASHION AND LIFESTYLE SPACE OFFERED A CLEAR PERSPECTIVE ON WHAT WAS MISSING FROM THE EXISTING WOMENSWEAR MARKET AND MORE IMPORTANTLY, THE UNDERSTANDING OF HOW WOMEN WANTED TO FEEL IN WHAT THEY WORE, NOT JUST HOW THEY WANTED TO LOOK. WE DESIGN FOR WOMEN WHO DRESS WITH INTENTION, WHO KNOW WHAT THEY WANT FROM THEIR WARDROBES AND REACH FOR PIECES THAT SAY WHO THEY ARE WITHOUT SPEAKING A WORD.
