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Rous Iland and the Sestra Moja collection

Florence Massey takes a peek at floaty fabrics and fancy frocks by Sestra Moja at the Rous Iland store, Mayfair

Written by Florence Massey

A few days ago I had my very own Alice in Wonderland moment when I escaped the busy, information pills crowded streets of London and went through a little door in the heart of Mayfair. I was greeted by an exquisite range of womenswear, visit plenty of spring/summer colours to contrast the weather nicely, look and a lovely cup of tea. Sitting on their plush sofa, and having a chat about their current collections definitely brightened my dreary (when we will we see the sun!?) weekend…

Established by ex city lawyers Kara Iland and Clare Rous, Rous Iland is a personal shopping service providing private consultations and viewings for women who find it hard to spare the time to shop. Catering to a wide range of women it’s easy to see why the enterprise is proving so successful. Bright, inviting, and friendly, the showroom ticks all the boxes after only 3 years of trading.

As one of the only UK stockists of Sestra Moja, their talents in sourcing quality labels are well represented. The label, by Slovakian born Antonia Widdowson, has grown from her love of customising vintage pieces into a full blown collection. Using her flair for vintage as a template for the designs, the result is a timeless array of floaty dresses, tunics, slips and tops using muted tones.

Sestra Moja Angel Dress

‘The designs are unique with intricate lace and crochet pieces, combined with chiffon and muslin. They are timeless, feminine and elegant with a distinctly vintage feel’, said Kara and Clare of the collection.

The range has a feminine, delicate look throughout; bearing in mind that lace and underwear as outerwear are to be big trends for S/S 10, it will definitely be one to watch this season. Tapping into the boho trend (Sienna Miller circa 2003 will be pleased), yet also managing to exude elegance and sophistication at the same time, it blends together two distinct styles. Using muslin, crochet, and lace to create her pieces, the beautiful creations are irresistible and sure to outlive faddy summer trends. The current necessity to invest in long lasting clothes, and banish throwaway fast fashion buying, is expressed by the owners…

“We are very interested in the origin of the fabrics and pieces we select. Ethically made design is one of the criteria we look for. In an age when we tend to buy frivolously without regard to the environment and the communities affected we believe ethical fashion is a positive sign. We encourage people to buy fewer pieces they will treasure forever, rather than buy lots of things they will ultimately only use for one season.” 

Sestra Moja Bibiana Dress

All the pieces use summer neutrals and pretty, lightweight fabrics, making it difficult for us to find a favourite. I fell for the Angel Dress imagining its suitability on lazy summer days, whereas Karen and Ilana went for the Bibiana maxi dress, owing to the beautiful pistachio colour – perfect for spring! 

Prices for the collection start at £65. Rous Iland also stock eco-friendly labels Noir and Good One.

Find them here.


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2 Responses to “Rous Iland and the Sestra Moja collection”

  1. Liv says:

    I love the Sestra Moja dresses! I was looking up their website but could not find any…

  2. lea rainbird says:

    i would love to purchase a sestra mojo dress and top but dont know how to go about this , the clothes are the most gorgeous things i,ve seen , please please help . kind regards lea rainbird

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