Former Look magazine duo launch Sosandar fashion line

The former editor and publishing director of Look magazine have launched a new online fashion brand, called Sosandar, offering directional yet wearable and seasonally relevant pieces.

Ali Hall and Julie Lavington have a combined 40 years of experience in the fashion industry and have devised a collection of "instantly wearable pieces that truly reflect the seasons and make women feel chic and feminine".

The Sosandar collection will be sold online only and the site will also feature editorial content including fashion news and styling advice. Designed in-house, the collection includes outerwear, leather jackets and pencil skirts, "directional" separates and dresses, as well as shoes.

"I saw a real gap in the market for trend-led clothes that cater to what women really want - be that dresses with sleeves or hemlines that aren't bum skimming," said Hall of the approach to the line.

"Realistically, not many women buy knee-high boots in July; Sosandar's drops aren't dictated to by what has become an increasingly irrelevant retail calendar. By complementing the clothing line with an informative editorial offer, Sosandar.com is a new online destination for fashion-savvy women."

Lavington added: "After years in the fashion publishing business, we can use our experience and knowledge of what women want in their wardrobes to bring a fresh outlook to a flourishing UK fashion industry."