Ali Hall, former Look magazine editor and Julie Lavington, former In Style and Look publishing director have announced they will team up to create a new online womenswear brand.
Putting their combined 40 years of unique insight into the fashion industry to use, the pair will launch Sosandar, an online platform that sells its own range of clothes as well as offering style advice and news.
Sosandar’s debut collection will be available this Autumn.
Make some space in your wardrobe, Sosandar is coming! pic.twitter.com/JL0nuUFFdt— SOSANDAR (@sosandar) July 13, 2016
"I saw a real gap in the market for trend-led clothes that cater to what women really want - be that dresses with sleeves or hemlines that aren't bum skimming," Hall said.
Lavington added: "After years in the fashion publishing business, we can use our experience and knowledge of what women want in their wardrobes to bring a fresh outlook to a flourishing UK fashion industry"
The pair launched Look magazine in 2007, which soon become the best-selling fashion magazine in the UK.