About Us

Tania and Clara at O Pioneers

Hello. We are O Pioneers.

O Pioneers is a British clothing label founded in Camden, north London by us: Clara Francis, actor and jewellery designer and Tania Hindmarch, PR and home seamstress. 

We’ve always shared an interest in ‘fashion’ and a leaning towards vintage clothes, charity shop gems and girlie frocks. Throughout the years of designing and making things for ourselves we were always happily surprised to find that friends, and friends of friends, loved our styles and often asked us to make for them too! 

One morning, walking our dogs on the Heath we decided to create O Pioneers, our own small label, where we could share some of our designs with like-minded women. The items we sell are all things that we wear ourselves. We hope that if we love them, you’ll love them too. 

Our main idea: a few simple, feminine and flattering designs, hand-crafted in the most beautiful, end of stock, heritage fabrics. This means most of our pieces are limited editions and one offs.

Although beautiful, we want our dresses to be practical. For wear everyday – not just saved for best! We’re both working mums so we know how important that is! Most of our clothes are made in cotton so they are machine washable (check the washing instructions on each item) and all our dresses have big side pockets because there’s always something to carry! 

Our clothes are made with quality in mind and designed to be staple wardrobe pieces to be worn and enjoyed for years to come. Our simple designs draw inspiration from old sewing patterns and the nostalgia and romance of dressing up. Because that’s how we like to dress! 

O Pioneers is a grown up fashion label for women who still want to be playful. It is our labour of love and we hope you love it as much as we do.

Clara and Tania XX