New Day Originals

New Day Originals is an independent label founded by designer Finula, whose approach to womenswear is grounded in a simple premise: that clothing made well, from considered materials, should also be worth wearing again and again. Each piece is designed with women in their 40s and 50s in mind, with an emphasis on fit, comfort and a sense of occasion that travels easily from season to season.

The range spans dresses, blouses, skirts and jackets, all crafted using organic and sustainably sourced fabrics and produced under ethical manufacturing conditions. Prints tend toward the bold and the characterful, while silhouettes are relaxed without being unstructured. The brand's signature embroidered logo appears on every garment, a small detail that speaks to the care taken throughout the making process.

New Day Originals sits apart from the pace of mainstream fashion. These are pieces intended to be worn often, styled in multiple ways, and kept.