After a long pause from the Fashion industry, London based brand, Datari Austin has launched its capsule collection “Damsel in Distress”. The brand has returned to the fashion industry, following the decision to take some time off to redefine the Datari Austin woman.

According to the Creative Director, “Sometimes in fashion, we make collections each season (as we should) but forget who we are designing for in the process, we become lost in translation and our voices aren’t heard.”

The previously known luxury dress label has become a luxury contemporary brand/fine apparel, with a more affordable price tag.

Damsel in distress is a capsule collection featuring 12 looks – all tailored and cohesive. Each piece is carefully designed and tailored to perfection. Amongst the stunning pieces are a red silk charmeuse jumpsuit and a crepe burnt black caplet dress.

“When I graduated from college, I knew what I wanted my woman to look like, but i didn’t think of my surroundings. I didn’t know if she would grow so fast or become completely complacent.” – Creative Director, Datari Austin.


“Damsel in distress” isn’t overly literal, it’s about being feminine, being a strong woman in this era, it’s about being feminine but being today’s woman and todays definition of femininity.

In creating this collection, the brand opted for ease over glamour, targeting a more diverse group of women. The new collection presents nice textural elements and a range of easy, highly wearable separates and silhouettes.

The lookbook for this collection is a product of the collaboration between the Creative director of the brand, Datari Austin and photographer, Dion @studio.dion.

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