Yolke’s new collection is extra special for this reason

Cult sleepwear-cum-daywear brand Yolke is back with a new collection, and it's an extra special one, the reason being that it's being sold directly to the consumer for the first time through its own website.

This means a more transparent and sustainable approach to the business. With the control over its own margins there is more freedom to work with ethical factories and explore new ways to minimise its environmental impact.

Founder Ella Ringner says, 'The love collection was born from a desire to create beautifully made, uplifting & easy to wear styles for our customers. By selling direct to consumer we are able to cut out the middle man markups and work with the finest fabrics available, from Italian corduroy to luxurious stretch silks without having to price match the stores.

'As labour and fabric prices increase worldwide as a company we want to support the factories we have worked closely with for years, supporting their improvements and prices increases in line with living costs rather than move to somewhere cheaper as many in the industry do. We can afford to do this whilst working alongside our factories to ensure we are all working towards the same sustainable goal. Having the control over our own margins, the components from the start to finish of a collection and the end price is key to doing this. '

Everything will be fully transparent for the customer, including duties and taxes included at checkout for customers worldwide, to avoid any nasty surprises.

Shop the new collection from 10th September

Onto the collection itself. The designs are a love note to the city, stitched with love and inspired by the customer. This translates into fine Italian corduroy suits produced in Europe, crisp white shirts, scalloped skirts and day-to-night dresses inspired by the 70s.

The suit is available to buy from tomorrow, and the rest of the collection to pre-order, with clothes designed for all ages and most shapes, from size 6 to 16.

Shot on the iconic streets of London by Ella's husband Humphrey Milles, the campaign follows the Yolke girls from dawn til dusk, taking them from the Royal Academy of Arts, through the streets of Soho, along the Thames ending the day in the hustle and bustle of the city.