Aligne Has Become A Go-To Brand For British Women

Of course, this level of superstardom doesn’t happen overnight. Aligne is actually four years old, but over the past 18 months it has undergone a major restructuring, shifting from its original wholesale business model (at stockists like Anthropologie and Liberty) to a direct-to-consumer brand. “When you prioritize wholesale, you lose valuable customer insights and the chance for meaningful interactions with the end consumer,” CEO Ginny Seymour, who joined the 15-woman team in 2022 as managing director, tells Refinery29. “I wanted to change that by fostering direct relationships between our brand and the people we serve.”