No, no, calm down, I’m not advocating a return to pre-21st century inequality, where women who wear trousers are deemed a disgrace to the female sex. But when you see the myriad different styles of dress for sale on LaDress.com you might suddenly find you’re a born again frock fanatic too.

I almost didn’t make it to the LaDress launch last Wednesday evening. I had a harrowing journey by bike from my office which involved getting caught in a hailstorm, sheltering outside the ICA and half falling off my bike, resulting in a big fat bruise on my shin. When I struggled to find the St Martins Lane Hotel (what is up with that, when they make posh hotels almost invisible with no clear signage – are they trying to dissuade the hoi polloi from dropping by unannounced?) I almost gave up and went home. But I’m glad I didn’t.
After an impromptu full-body blow dry using the hand dryer in the toilets to try and get rid of the residual evidence of rain and hail I made my way to the event room, which was beautifully decked out with vases of roses, and grabbed a passion fruit cocktail – well-deserved by that point, I think you’ll agree.

So what’s LaDress all about it? LaDress by Simone, to use it’s full title, is an e-commerce site that specialises in, you guessed it, dresses. Minidresses, maxidresses, shirt dresses, wrap dresses, formal dresses, casual dresses – you name it, they’ve probably got it. Fabrics, mostly silk, jersey, cotton and wool, are premium so price points are too, starting at £125. Simone van Trojen, the brains behind the business, is a former corporate high-flyer and mum of two who noticed a gap in the market for a one stop online shop for that most versatile of garments.

Dutch-born Simone (the sort of lady who inevitably gets described as ‘impossibly glamorous’ a lot) launched the site in the Netherlands in 2006 before expanding to Germany and it’s now available in the UK for the first time, hence the launch party last week. Stylist Aradia Crockett (how cool is her name?) was on hand to talk through a rail full of LaDress pieces that work the upcoming autumn/winter trends. I was eyeing up some very cool pastel shirt dresses, but I have to admit we got slightly off topic when Aradia told me she’d recently got married. Obviously I had to ask about the dress as research for bride-to-be Sophie Caldecott – it was Alberta Ferretti and sounded divine.

There was also a huge rack of dresses on show at the event for guests to basically play dress up in. There was lots of oohing and ahing as the assembled press and bloggers twirled and posed in front of the mirror in their chosen frocks. I like to think I was channelling Michelle Williams in this ladylike red number I tried on (what do you mean, ‘as if’?).

Before I left I got a real treat: I was able to choose a gorgeous LaDress of my very own to take home. You might think bloggers get this kind of freebie all the time but let me tell you we don’t! I chose the chic three-quarter sleeved Gabrielle style, as seen in the photo below, in a demure dark grey. I’ve already worn it for work twice when I’ve had important meetings and it made me feel super grown up (yes, I know I’m technically already a grown-up but you know what I mean). As a firm fan of androgynous style I won’t be giving up my trousers just yet, but Gabrielle could well lead to a resurgence of the dress as a workwear staple.
Check out the huge selection of dresses, now available to order in the UK, over at LaDress.com.

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