Lucy Aylen: The Visionary Behind Never Fully Dressed
Lucy Aylen is more than a fashion entrepreneur; she is a creative force who has transformed a small attic idea into a global womenswear brand. As the founder and CEO of Never Fully Dressed, she represents resilience, innovation, and inclusivity. From selling bags at her parents’ market stall as a child to seeing global superstars like Beyoncé wear her designs, Lucy Aylen’s journey is a story of ambition, family values, and authentic creativity.
Early Life and Influences
Growing up in Essex
Born in Essex in the mid-1980s, Lucy Aylen was raised in a family deeply rooted in market trading. Her parents owned an accessories stall in East London’s Walthamstow, where she learned the basics of business from an early age. By the age of six, while other children played dress-up, Lucy was selling bags and observing the fundamentals of buying, selling, and customer care.
A Creative Family Background
Lucy’s entrepreneurial streak can be traced back through generations. Her grandmother was a skilled seamstress, and her parents’ dedication to trading instilled in her both discipline and a strong work ethic. Growing up as one of five siblings, she developed resilience, teamwork skills, and the ability to juggle responsibilities — qualities that would later prove essential in running her own business and raising her own family.
Education and Early Aspirations
Lucy Aylen attended Forest School in Essex and Woodford County High School for Girls. Her education gave her a grounding in academic discipline, but her heart was always in creativity. At eighteen, Lucy moved to Los Angeles to pursue acting. She trained in the craft for a couple of years, but when it didn’t work out, she returned to the UK to seek a new direction. It was her mother who encouraged her to “do something proper”, which led Lucy back to her first love — fashion.
Founding Never Fully Dressed
A Brand Born in an Attic
In 2009, at the age of 23, Lucy Aylen began sewing clothes in her mother’s attic. That modest space doubled as her workshop and office. She customised pieces and sold them at London’s boutique markets, including Spitalfields and Portobello. These early days reflected her entrepreneurial spirit: resourceful, hands-on, and determined.
From Markets to a Global Audience
Her designs quickly gained a following for their bold prints, versatile cuts, and figure-flattering styles. Customers were drawn not only to the clothes but also to Lucy’s ability to showcase multiple ways to wear a single piece. This philosophy of versatility and empowerment became central to the brand’s identity.
By 2013, Never Fully Dressed had launched online, expanding its audience beyond London markets. A year later, in 2014, Lucy opened her first physical store in Buckhurst Hill, Essex — a proud milestone that tied her brand to her local roots.
Expansion and International Success
Growth Across the UK and Beyond
Never Fully Dressed steadily grew into a household name. By 2019, concessions had opened in Selfridges branches in London, Manchester, and Birmingham. The brand also collaborated with reality show Made in Chelsea, expanding its cultural reach.
The leap into international retail came in 2023 with the opening of a store in New York City. By 2024, a flagship store followed in Los Angeles. This global footprint confirmed that Lucy Aylen’s vision had transcended its Essex beginnings.
Celebrity Endorsements
The brand’s reputation soared when celebrities began wearing her designs. Beyoncé famously purchased and wore a Never Fully Dressed piece herself, an event Lucy described as a “pinch-me moment”. Other celebrity fans include Kendall Jenner, Lottie Moss, and Kelly Brook. These endorsements propelled the brand’s visibility worldwide, helping cement its place on the international stage.
The Philosophy Behind the Brand
Inclusivity and Empowerment
Inclusivity is central to Never Fully Dressed. Lucy Aylen has always championed the idea that fashion should make women feel confident, regardless of body shape or size. The brand offers a Curve collection up to size 26 and provides breastfeeding-friendly clothing suggestions, ensuring practicality as well as style.
Multi-Wear Fashion
Another signature of Lucy’s brand is versatility. Each piece is designed to be worn in multiple ways, allowing women to express individuality and maximise value. This concept has resonated strongly with customers who seek both creativity and practicality in fashion.
Charity and Community
Lucy has used her platform to give back. The brand’s “boob-print” T-shirt raised £30,000 for the mental health charity Mind, highlighting her commitment to social causes. During the pandemic, she launched Feel Good Friday on social media, spreading positivity and maintaining customer engagement.
Personal Life
Family and Marriage
Lucy Aylen is married to Mark, a roofer, and together they have three children. She has often spoken about the challenges of balancing motherhood and entrepreneurship, describing herself as a multitasker — breastfeeding while responding to emails and running her company. Her family life, much like her professional journey, reflects her resilience and determination.
Pride in Essex Roots
Lucy frequently expresses pride in being from Essex. She describes her community as vibrant, hardworking, and humorous, qualities she says contribute to creativity and success. She has spoken of her desire to inspire the next generation in Essex to pursue their own creative paths.
Business Success and Recognition
Financial Growth
Never Fully Dressed has enjoyed significant financial success, with turnover doubling annually for several years in a row. Company filings list assets in the millions, reflecting the brand’s strong financial foundation.
A Household Name
The iconic leopard-print skirt became a viral sensation, with reports of forty-plus units sold daily at its height. This cemented Never Fully Dressed’s status as a household name in British fashion.
Lucy’s success has been recognised across the fashion industry. Her story is often cited as a model of self-funded growth, proof that creativity and persistence can build a global label without reliance on external investment.
Style and Personality
Lucy Aylen is known for her eclectic, traveller-inspired personal style. She enjoys mixing bold prints, vintage pieces, and statement jewellery with more refined investment clothing. This mix-and-match approach mirrors the ethos of Never Fully Dressed: fun, versatile, and full of personality.
Despite her success, Lucy remains humble and approachable. She often models her own designs alongside her customers, reinforcing her commitment to authenticity.
Legacy and Future Goals
Lucy Aylen’s journey from attic sewing machine to global storefronts is a powerful example of entrepreneurial grit. She has stayed true to her values of inclusivity, community, and creativity while building a sustainable business.
Looking ahead, she is committed to further international expansion and continued focus on ethical and sustainable practices. At the same time, she remains dedicated to her family and to inspiring the Essex community she proudly represents.
Conclusion
Lucy Aylen embodies the spirit of modern British entrepreneurship. As the founder of Never Fully Dressed, she has transformed her creative vision into a global brand celebrated for its inclusivity, versatility, and empowerment. Her story is rooted in family traditions, strengthened by hard work, and defined by a fearless commitment to authenticity.
From selling bags at six years old to dressing some of the world’s most famous women, Lucy Aylen’s journey is not only inspiring but also a blueprint for aspiring entrepreneurs who dream of turning small beginnings into extraordinary success.
