EAST's journey began as a small independent boutique on the Fulham Road, London in 1984. The original vision was to create and promote beautiful, Eastern inspired, clothes and accessories that would be desired by women who celebrate individuality. Early collections were created in Jaipur, India.

Today we have stores and concessions across the UK and remain true to our vision. Designing in London we look to the East for key inspirations. Our design talent and buying expertise allow us to create collections that give customers the opportunity to express and celebrate individuality. We delight in globally inspired colour, texture and prints; showing care, passion and spirit in our product development. We aim to complement our Eastern inspired pieces with stylish, everyday essentials; and look to use natural fabrics when they fulfill the drape and fit desired.

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