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Temperley at 25
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Alice Temperley, of her eponymous brand Temperley London, has been a forerunner in sustainable and empowering design since 2001. Here, she reflects on her career – what she's learned and what she'd do differently.
This year we celebrate 25 years of Temperley London. In only a quarter of a century, Alice Temperley has secured her position in the industry as the doyenne of British bohemia, with designs that empower women and shun the often reckless waste of trend cyclicality. Here, we caught up with Alice, and asked her five questions about her career and the crazy industry it inhabits.
What would the Alice of today tell the Alice of 25 years ago, in terms of both business and brand advice?
I would tell her to trust her instincts sooner, and protect them more fiercely. The creative vision was always there. With experience comes the confidence to know that clarity is power – too many cooks has often been an issue. From a business perspective, I’d say learn the rules quickly so you can break them intelligently; creativity thrives when it’s supported by strong foundations, and if you have these then you have the ability to use your instincts for newness.
What do you think has stayed consistent and true for her throughout the last 25 years, and what do you feel is done differently today?
What has remained consistent is the emotional heart of the brand – designing clothes that make women feel confident, expressive and empowered. Storytelling has always been central to my work. What’s different today is the way I approach the process: I’m more intentional, more selective, and far more focused on longevity, both in design and in how a woman lives with a piece over time. I want to make heirloom pieces, not fast fashion.
Temperley London was one of the first brands to say no to sales and discounts, keeping iconic pieces full price due to their inherent value. What gave you the bravery to take a stand against a sometimes self-destructive industry practice?
It came from a deep respect for craftsmanship and for the customer. If something is made with care, skill and purpose, its value shouldn’t be dictated by a retail calendar. Discount culture can quietly undermine trust and dilute meaning, and I wanted Temperley to stand for something more enduring. It was a considered decision rooted in long-term integrity rather than short-term gain. We have now reinstated sales but I protect the jewels by keeping them in an archive and at our amazing Somerset HQ. These are the pieces that will always stand the test of time.
You made the bold choice to move the HQ to Somerset, which was genius in terms of being a full expression of your brand. How has being there changed the way you design and think about the customer experience, if at all?
Somerset has given the brand space – space for a bridal atelier and pure creativity. Being surrounded by landscape and heritage has shifted my mindset from seasons to stories, and from transitions to experiences. Design now feels more immersive and holistic, and that sense of place naturally filters into how customers connect with the brand on a deeper level. It’s more important now for a brand to have a heart and soul, and I had to fight very hard for what I believe in. This will be a big chapter in a book I have started to write.
Fashion has changed so much – and in some ways, so little! – in the 25 years you’ve had the brand. What has been the biggest change you’re grateful for amongst all those changes?
The growing acceptance and celebration of individuality. Fashion feels less prescriptive than it once did, and women are increasingly dressing for themselves rather than for a set of rules. That freedom of expression feels incredibly positive – and it resonates strongly with what Temperley has always stood for: well made, beautiful artisan pieces.
