O Pioneers
O Pioneers is an independent British clothing label set up by Londoner’s Clara Francis and Tania Hindmarch in 2019. Unable to find their dream dresses the pair set about designing their own - with a modern take on the elegant, sometimes eccentric, classic English Victoriana style. What began as a small, kitchen table business has blossomed into a cult classic for women who want to be more mindful in their fashion purchases and invest in beautifully crafted, forever pieces.

The brand uses cotton Liberty prints to make playful, feminine yet practical garments. All their dresses have pockets and are designed to be worn everyday - not saved for best! The brand is very conscious of keeping carbon footprint to a bare minimum. Everything is made in limited runs using London based ateliers as well as UK patchworkers and knitters with generations’ old skills.

Their flagship shop at 76 Marylebone Lane is the one and only place to see and try on the full O Pioneers range.


76 Marylebone Ln, London W1U 2PR

Opening times

10.30am – 6.00pm Mon-Sat 11.30am – 5.30pm Sun