Buyer's Pick


On the hunt for the new it-brands? According to Atterley Boutique The Dressing Room, these are the emerging fashion labels you should be shopping.

Recognised by Vogue, Stylist and The Telegraph as one of the UK's most esteemed contemporary fashion boutiques, The Dressing Room is a wonderland of colourful designer finds. Founded by retail trailblazer Deryane Tadd, the style destination houses leading labels as well as unique finds from emerging brands.

Shoppers from its hometown of St Albans – and beyond – are drawn to the store's alluring curated collections from British, Parisian, LA and Scandinavian labels.  Owner and buyer Deryane keeps her loyal customer base in mind at every stage of the buying process.I instinctively know what my customers will love." says award-winning retailer Deryane. "We all thrive on styling looks for our ladies in store and online.” 

Since 2005, The Dressing Room has built a reputation for being first off the mark in finding fashion's new it-labels. With styles by core brands J Brand, Sam Edelman and Baum Und Pferdgarten to new kids on the block Apparis, Lily & Lionel, Mercy Delta and Fabienne Chapot, Deryane is a champion of small-scale indie designers as much as established brands. Attending over 100 trade shows annually gives her insider knowledge on new brands to name-check. “We are very much about styling affordable and aspirational brands and collections together. It’s all about getting the edit right for our customers.

So, if your closet is craving a bit of colour, or you're looking for the next big it-label, we've got just the fashion fix you need.  Keep scrolling for an exclusive insight into Deryane's favourite finds.



An afternoon spent perusing the vibrant rails of The Dressing Room is a guaranteed mood-booster. Colour and pattern, Deryane says, is at the essence of the boutique’s offering. “Print and colour are key for my edit and I build my colour stories and collections together once I have viewed all the brands.” From On The Rise’ playful slogan tops to rainbow-hued midi dresses by Hayley Menzies, The Dressing Room proves that fashion is best when it’s fun.


The boutique is celebrated for its unique brand mix – but a lot of time and work goes into selecting the right product each season. Its tasteful curation is the result of Deryane’s regular excursions to far-flung trade shows, where she seeks out under-the-radar labels that she knows her customers will love. “I visit over 100 Showroom’s a season plus walk as many trade shows as I can to find the right pieces to build my edit for each season. I love discovering new and upcoming collections that I know will excite the customers and my team.”


For Deryane, building close relationships with her favourite independent labels is the key to offering a one-off boutique experience. The Dressing Room goes one step further to create exclusivity around their offering, collaborating with brands to produce their own unique styles. “I have worked closely with brands like Mercy Delta, Pyrus and Lily and Lionel to bring our own exclusive pieces to the range. It tends to start with a print story that we discuss and work on together and then we build this into designs to create the perfect edit.”


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