On the hunt for the new it-brands? According to Atterley Boutique The Dressing Room, these are the emerging fashion labels you should be shopping.

Recognised by Vogue, Stylist and The Telegraph as one of the UK’s most esteemed contemporary fashion boutiques, The Dressing Room is a wonderland of colourful designer finds. Founded by retail trailblazer Deryane Tadd, the style destination houses leading labels as well as unique finds from emerging brands.

Shoppers from its hometown of St Albans – and beyond – are drawn to the store’s alluring curated collections from British, Parisian, LA and Scandinavian labels.  Owner and buyer Deryane keeps her loyal customer base in mind at every stage of the buying process.I instinctively know what my customers will love.” says award-winning retailer Deryane. “We all thrive on styling looks for our ladies in store and online.” 

Since 2005, The Dressing Room has built a reputation for being first off the mark in finding fashion’s new it-labels. With styles by core brands J Brand, Sam Edelman and Baum Und Pferdgarten to new kids on the block Apparis, Lily & Lionel, Mercy Delta and Fabienne Chapot, Deryane is a champion of small-scale indie designers as much as established brands. Attending over 100 trade shows annually gives her insider knowledge on new brands to name-check. “We are very much about styling affordable and aspirational brands and collections together. It’s all about getting the edit right for our customers.

So, if your closet is craving a bit of colour, or you’re looking for the next big it-label, we’ve got just the fashion fix you need.  Keep scrolling for an exclusive insight into Deryane’s favourite finds.


Fresh from the streets of London, New York, Paris and Milan – and the rails of Atterley’s boutiques – these are the coat trends you should be investing in.

It’s that time of year again. The cold is setting in, and covetable coats are landing in our boutiques. This season, the selection is a mix of bold, statement cover-ups and tamer, more classic options. If you’re sitting on the sartorial fence, unsure of which is your forever coat—you’re not alone. But with fashion month just gone, and a slew of street style with it, there’s no shortage of on-trend looks to inspire.

From Baum Und Pferdgarten‘s check-print cover-ups to STAND‘s faux fur jackets, our Boutique Buyers’ cold weather picks will keep you warm, cosy, and incredibly chic. Whether you take your cues from fashion’s statement-makers, or are a traditionalist at heart, we have the style for you. With this in mind, keep scrolling to see and shop this year’s biggest coat trends.


Your definitive autumn wishlist, curated by Atterley Boutique The Mercantile.

In East London’s trendy Spitalfields Market you’ll find The Mercantile, a must-visit independent boutique bursting with unique designer gems. From Scandi staple Stine Goya to French favourite Bellerose, the vibrant London location caters to an eclectic mix of personal styles. With an air of nostalgia and an instantly welcoming feel, owner Debra has created a stylish and one-of-a-kind fashion hub in the heart of the capital.

With this in mind, we knew Debra would have some pearls of wisdom to share. This season, The Mercantile is the one-stop shop for cosy layers, moody prints and classic coats. Be it a floral dress or a fair isle knit, the pieces you need are all in one place. So, what are you waiting for? According to the team, these are the styles you should start with…


Is a trip to the fashion capital on your horizon? If so, we’ve curated your perfect capsule wardrobe. If not, consider our Paris packing list your excuse to get booking…

Paris is a dream city at any time of year—but in autumn, the French capital is nothing short of ethereal. For those who are counting down the days to their next Parisian getaway, you’re probably trying to decide what to bring. How many outfits will you need to cover the bases? Is four pairs of shoes excessive? A weekend escape can present many a packing dilemma; fortunately, we’re here to help.

Long have French women been envied for their effortless approach to dressing and their mystical ability to always look chic. Beyond the clichés of berets and Breton stripes, Parisians are drawn to high-quality, impeccably designed pieces that will stand the test of time. To the Gallic girl, key staples are more alluring than transient trends. Feeling inspired? With our curated edit of country’s finest fashion, you’ll look like a native Parisienne on your next visit.