The Glossy 50 honors the year’s biggest changemakers across fashion and beauty. More from the series →
According to Ginny Seymour, 2025 was the year Aligne hit its stride. “I couldn’t sleep in December last year; I just knew 2025 was going to be our year,” she said. Indeed, it was a defining period for the British fashion brand, with milestones like opening its first U.S. pop-up and entering a retail partnership with Nordstrom.
Re-founded in 2023, the contemporary fashion brand Aligne had built momentum through direct-to-consumer growth and a tight community of loyal shoppers. This year, it evolved into a global name with a clear vision and confidence. “We did things differently in 2025,” Seymour said. “It wasn’t about one big moment. It was about a lot of smaller ones coming together.” Those included opening a U.S. office in August and becoming more omnichannel by entering wholesale.
The Nordstrom deal, which came to fruition in August, began unexpectedly. “They slid into my DMs,” Seymour said, laughing. “They told me, ‘We need your brand. What can we do?’” The result was Aligne entering 20 Nordstrom stores and Nordstrom.com, marking its first large-scale U.S. wholesale presence. While Seymour initially hesitated to move beyond DTC, the collaboration has proven transformative. “It wasn’t about the commercial [success],” she said. “It was about meeting customers where they are. The awareness around the brand has grown so much, and we’ve seen a really positive halo effect on our own channels.”
For Aligne’s fiscal year, ending in July 2025, it saw 56% year-over-year revenue growth. U.S. sales especially outpaced projections, boosted by the brand’s first New York pop-up, hosted earlier this year. “In the U.S., we became known for tailoring, especially the Daphne blazer and Leo trousers,” Seymour said. “The pop-up allowed us to show that Aligne is more than that. It introduced customers to our denim, knitwear and eveningwear, and helped us round out the brand story.”
Despite global expansion, Aligne remains firmly grounded in its British roots, Seymour said. “Being a British brand is close to my heart,” she said. “The dream is to be global, but I don’t want to lose that sense of London dressing and confidence.” Looking ahead, she plans to highlight that identity in a Spring-Summer 2026 campaign that blends fashion, art and cultural storytelling.
Aligne’s hero products — like the George wrap coat, which Sienna Miller wore during Paris Fashion Week — continue to drive momentum. The brand’s viral knits, such as the Esther striped rugby polo, have sold out within weeks, while core pieces like the Gabriella dress remain bestsellers. “Some styles are one-and-done, and others evolve,” Seymour said. “We don’t need to reinvent the wheel every season. The goal is to balance consistency with excitement.”
Social media plays a central role in that equation. “Organic social is our tone of voice,” Seymour said. “It’s how we show who we are, champion other women and build community. I never want Aligne to be faceless.” The brand’s collaboration with footballer Lucy Bronze exemplifies that approach. Bronze, who became Aligne’s first ambassador this year, co-created a Fall-Winter collection, and the partnership will continue into Spring 2026. “It wasn’t a commercial move,” Seymour said. “Lucy embodies everything we stand for: strength, confidence and authenticity.”
Amid global challenges, including tariffs and shifting trade routes, Seymour’s focus has stayed on steady, sustainable growth. “There’s always something in fashion, whether it’s Covid or logistics disruptions,” she said. “You just have to stay consistent. Our price point sits in the white space between fast fashion and premium contemporary, and that’s something I won’t compromise on.”
As 2025 winds down, Seymour is looking to the next phase. “This was our breakthrough year,” she said. “Now, it’s about new ambitions, including refining our storytelling, deepening our community and making sure Aligne’s identity as a British brand stays at the heart of everything we do.”
