They say fame changes people. How about dressing celebrities from the outside, orlagh McCloskey and henrietta Rix, co-founders of the celebrity adored and dress-forward label Rixo, not so different from when they started in 2015. Their brand grew from an online-only storefront to include a luxurious London flagship store and its first New York City boutique- it came from a pop-up that was so popular, it became permanent. There are celebrities flocking to polka dot, leopard and floral jacquard dresses, including Sofia Richie Grainge One Day, Catherine, Princess of Wales, The Next, Haley Bieber, Emma Roberts, Selena Gomez, Kelly Clarkson and Florence Pugh.

But towards its tenth birthday, the founding duo of Rixo say they are dedicated to what to do first: design effortless, actually wearable clothes that feel exempt from the trend cycle.

"When we first started, there weren't so many contemporary brands doing dresses that people could casually wear with trainers to work," McCloskey tells us, dialing Rix from the set of campaign photography for the upcoming collection. Flashing in the background, huge racks of clothes — overflowing with 70s floral patterns and the touch of lace they are known for - the apartment they used to share at work - Sla

Back in 2015, "The modern floor was very dirty — Alexander Wang, Helmet Lang, etc." she continues. "There were not so many daydress brands and brands that had the quality we wanted.

There were also no imperial waists, bias-cut skirts, and the touch of mixed prints the pair had always seen in their favorite vintage markets. "I think it's natural that there are a lot of good vintages in the UK," laughs Ricks.

By translating what the accidental street market finds into the aesthetics of the whole brand and bringing it to shoppers in a cleverly lo-fi way, blank they street-cast the model and performed the operation almost entirely on their own for the first few years. Leaning more on the creative side, McCloskey jokes that she didn't even know how to use Photoshop until an intern from New York City taught her. "We did everything in a fraction of the time, but I think the collection and the product and the price range really stood for itself," says Rix.

There were some things in Rixo's limited-quantity collection that were not (and still are not) elsewhere. Their prices range from mostly 200 to 4 450, with consciously supplied or dead stock fabrics. Many pieces are available in extended sizes. Some of the throwback prints, such as leopard and polka-dot mashups and spirals swirling with groovy, are so much fun to wear.

Rixo arrived on the scene just as sad beige interiors and mass market minimalism began the acquisition of global style. The design was not exactly truncated to the trend, but they still addressed women who wanted bold colors and bright prints — even the famous ones. Stars like Sophia Ritchie Grainge and her sister, Nicole Ritchie, tend towards polka-dot designs, with Princess Kate wearing pink printed numbers and her own spotted shirt dress.

The founders never intended a-listers to be their biggest fans. They are not complaining. "When someone wears it, it's nice for the design team and everyone to see it being worn," Rix says. "That is, they can wear any dress they like. They have absolutely all the picks. So if Hailey Bieber is choosing Rixo to wear on holiday, or whoever it is, it's special.

The pair declined to share how these celebrities affect sales. Judging by the way big names can sell out when they wear them, from strathberry bags to louboutin pumps, it's safe to assume that these arrangements move the needle.

Speaking to vintage demons and devout maximalists is not the only way Rixo has managed to grow inside the state. In New York City stores that are now permanent, mother-daughter pairs and groups of friends often gravitate to all-black (or black-centric) prints and patterns

"die-hard rix fans like to know us in the shape and cut of the dress," explains Ricks, more than flashy colors. Also more. Their emphasis on fit is consistent from the beginning: "We have top blouses, skirts and dresses that we've done literally for the past nine years.""So when you see Emma Roberts or Selena Gomez wearing Rixo now, believe that they can easily continue wearing it in the future," she said. It's a version of looking past for inspiration that doesn't feel dated as other trends.

When I ask the co-founders of Rixo, which women moved the needle the most for their brand — allowing them to expand into jewelry, bags, household items and special collaborations that have not yet been announced for their official 10th year ・ they are on vacation in dresses decorated with black rosettes. I don't raise Haley Bieber or Nicole Ritchie, who is running errands with Rixo polka dots. Instead, they think back on a chance encounter during a trip to Australia, three or four collections to business.

Looking back at a local bar, they found an everyday woman wearing a Rixo dress. "It would have been like 50 out of 1," McCloskey says. "It was such a wonderful moment that we were like, "Oh my God, how hell is the brand we're doing in her Unil living room."

After making it to their family and friends, their Rixo dress was making it all the way to the other side of the world. Their drive to dress up women from all walks of life, like them, has not changed, can ask for something more. But they wouldn't mind that Taylor Swift will wear Rixo one day.