Come visit us in store at 76 Marylebone Lane, W1U 2PR


Made in the UK

All our clothes are made by skilled seamstresses in and around London. Our woollens are hand-knitted by our wonderful team of home knitters including our mums!

Forever Quality

We’re old-fashioned kinda gals and love the old ways of doing things! To that end everything we make is made right, utilising age old skills honed by our makers in crafts such as sewing, knitting, patchwork, applique and embroidery

Small Scale Production

We only make in small runs and limited editions to avoid waste and to ensure that your purchase is as individual and unique as possible.


We make mindfully using Liberty prints and heritage fabrics in small quantities. We design and make everything here in London to reduce carbon footprint and establish good working relationships with our makers. We ship using reusable/recyclable packaging.

Buy well, wear forever

We launched O Pioneers in the Autumn of 2019 - a fully independent, female-led business - with the sole aim of making beautifully crafted, British-made, timeless pieces of clothing in a thoughtful, considered and sustainable way. The kinds of things we wanted to wear!

'Forever Clothing' made from iconic Liberty prints that will last a lifetime. The antithesis of "Fast Throwaway Fashion".

From its earliest inception we set about creating collections in small runs, right here in London Town, in collaboration with some extremely talented ladies using skills honed over a lifetime.

And in doing so, bringing you unique and exquisite forever pieces to love, cherish and wear for ever.

All love, Clara and Tania Xx

Forever Dresses
For Every Day

A modern take on the elegant, sometimes eccentric, classic English Victoriana style, we create ‘forever’ dresses with timeless style for modern day feminine cool.

Clothes to be loved and lived in - everyday.

We're creating a bit of a buzz!

More Delights

Visit Us in Store

Free UK Delivery

We offer this for all orders over £300 (within the UK)

Secured payment

We use ShopPay, PayPal and GPay payment methods, to ensure your purchase is secure


We will refund all items within 21 days of purchase

Alterations and repairs

Now offering an easy breezy alteration and repairs service with SoJo for all UK customers