Alessandra Rich is the Italian-born, London-based designer of the ultra feminine and versatile namesake brand. Historically, she’s been known for her lacy party dresses, but she’s really expanded her repertoire in recent seasons to include more dimension for her customer’s wardrobe. I will call it the daytime equivalent to her signature formal dresses. I feel like the dresses I’m drawn to are a riff on throwback house dresses made in much better fabric and a more modern silhouette. Long and lean are Rich’s specialty and she makes this work for daytime by keeping the hemline just high enough without going too high. And this is how she distinguishes her customer – she exists there in between the traditional dress lengths, the lengths that have a name and a place to be. Not Rich’s women, who are creative and fashion-forward and anything but conventional.