Ginny Seymour, CEO and founder of ALIGNE on her wardrobe staples

ALIGNE is for confident women. Our customers are 30 to 50 years old, but it’s really about a way of living in an ethos, about pieces in your wardrobe that are your favourite to put on every single day, that move with you throughout your day. We are a company of working females who have multiple facets of our lives, so I think ALIGNE is about having accessible priced pieces to take you from different parts of your day, all in one item.

If I had to describe ALIGNE in three words, I would say confident, easy and versatile.

One of my favourite pieces in the collection is Daphne. Daphne is one of our iconic pieces, and what we’re probably most well known for is this long line, waisted shape. I just think it’s the most versatile piece, and a piece I reach for at least once a week. I have it on today with our new balloon trousers but I think it’s that piece you can invest in and continue to build on with your ALIGNE wardrobe.

I’m super excited about our Nola top and skirt this season. We’re really seeing this bubble trend come from the shows, and we’re able to bring it at an accessible price point. It’s a really crisp cotton, the perfect skirt to wear all summer long with flip flops.

I love our Harley dress, which is based on two of our best sellers, our Leo long line waistcoat and our Natalie poplin skirt. We thought this season, why not put it into one item and create a dress that is just for chucking on in the morning? You can pare it back with flip flops or your ballet flats; it can take you throughout your full day, from the office to your evening. It’s a really special piece that I think is going to be our next top seller.

I love the lace short trend. ALIGNE is always known for being kind of spot on for the colour of the season. We’re loving this apple green colour. It’s a fun way of adding a little piece of trend into your wardrobe, but can be worn classically with your Daphnes or your Leos for lots of versatility.

Our Ester stripe polo was really successful. We brought this out in autumn/winter 25 and it sold out twice already. Brown Thomas is probably the only place you can get this still, as we saved some for our launch with them. It is something that ALIGNE is known for; underwear, knitwear, soft tailoring and denim, and these iconic, bold, confident stripes are something that you’ll see in the collection every month. We also love a denim dress, it’s the easiest. We love a mid maxi length and a deep hem, which makes it really easy to put on. You can dress it up, dress it down, but it just has a lot of movement and moves with you, and you don’t feel it all day long when you’re wearing it.

My go-to outfit formula if I’m trying to feel put together is I always wear Daphne with a pair of jeans. I think it’s the easiest way to get up in the morning and get out of the house. You sometimes need a jacket in the spring weather, and it always feels put together. Whenever I find myself heading out of the office, I always feel that I have the right outfit on, so I always feel confident when I have that combination on.

Markus is the most versatile pant. It’s one of our denim shapes that has gone viral many times and we brought in this Ponte material with the elastic waist detail for that extra comfort. I flew in them today from London and they are the most comfortable trousers. They look put together, but you feel like you’re wearing sweatpants, so on that day, you don’t want to get dressed for the office, they are definitely, I would say, a good go-to.

I’m back in London, so I had a little stint in New York to help support our growth. So we’re a London-born brand, London-based in Shoreditch, east London but we have a very fast-growing US base, so we kind of need to go out and support that. There’s been a lot of changes in the US this past year, so we’ve been opening new warehouses and some of the unfun, sexy things you don’t see from behind the scenes. So I have spent some time out there, but now I’m fully back in London with my family.

Irish style is more playful. I think it’s a little less serious. I think it’s a bit more individual. I think that’s where ALIGNE is a great foundation to a look and why it’s doing so well at Brown Thomas, because they’re building blocks within your wardrobe, but you can definitely make them feel unique. We talk about our two customers – one is our core customer, who loves wearing ALIGNE as a co-ord and we definitely have a second customer where it’s about finding that ALIGNE piece that has a signature DNA, but making it your own and I think that’s more Irish style to me.

I think my style is consistently classic. ALIGNE is what I felt was missing from the high street and what I wanted to wear. I think that I lean to the designer market from an inspiration standpoint. I’m not very trend-led in my approach, and quite classic, so I think that I am the ALIGNE core customer through and through and my team helped support that, from being our customer, bringing that edge to the collection, but I think I still dress the same.

We’re going to a great restaurant tonight, Kicky’s. The menu looks fantastic. I’m excited to go to the pub, maybe for a quick drink, a nice dinner, and then we head back to London tomorrow. Today we are having an event, so it will be really exciting to meet some of our community and fans of the brand. It’s really great being out of the office sometimes to meet people who have been following us for years, and being able to meet them in real life. I’m excited for that, and then we’re finishing off the day doing some social media content for Brown Thomas, for their channels. When you want to create a brand, you have to learn to be a social media person as well, so we’re working on it step by step.

I think Caroyln Bessette-Kennedy has always been a style influence. You see that 90s handwriting throughout ALIGNE, long before Love Story, and we’ve had this handwriting for multiple years, but I think her attitude of not caring and just putting simple pieces together, but looking so effortless and stylish, she is someone that we love. Sienna Miller is a style influence too and her sensibility of layering, and she brings that British, not brushing her hair, just going out of the house and looking so put together, while having kind of that extra layer, which is so iconic with London weather, and having to always be ready for whatever weather comes in your direction. I think those two are always on the mood board.

Sienna Miller wore our George wrap coat out last October, and it was definitely a pinch-me moment to see her on the street wearing it. We didn’t know at the time that she was hiding a baby bump inside and when she did the announcement, it got kind of a second life, because that was the first image of her kind of trying to hide what was happening with her changing body. She’s just iconic, and her style is just impeccable and I think whatever she wears, she looks amazing. For two and a half year old brand, to see it on Sienna Miller was super special. Katie Holmes is a big fan of the brand in New York, and we’ve had a few moments of her wearing the product, which is equally as exciting as a millennial who grew up watching Dawson’s Creek.

Photography by ALIGNE and Brown Thomas.