Principles is a brand that takes us back to the nineties and the memories of being dragged round the shops with our mums with the promise of a Happy Meal at the end.
The fashion company collapsed in 2009 and all stores were closed, before it was taken on by Debenhams. When they went into administration last year, they were bought out by Boohoo (we know, we know – there’s a complicated history), who have given them a revamp and a fresh image.
Whilst there’s still the slightly more ‘mumsy’ pieces you expect from the brand, there’s also a lot of very affordable hidden gems that have taken us by surprise and we thought you’d absolutely want to know about them.
With plenty of animal print, sweet ruffles and midi hems, the new Principles range is absolutely a bit of us, and prices start at £22 for a top and £39 for a dress.
Here’s a few of our fave pieces from the summer collection… (some are available to shop online now but most will be arriving in the next couple of weeks).
Pink ruffle dress, £49
Tie dye dress, £55
Quilted sandals, £39
Green midi dress, £45
Swimming costume, £30
Zebra wrap dress, £45
Printed midi dress, £55
Tiered mini dress, £39
Printed midi dress, £45