Adeela is a London based designer, knitwear specialist, creative director and entrepreneur with well over a decade of business, luxury and fashion industry experience. Her extensive training includes a BA degree in Textile Design from Central Saint Martins where she specialised in knitwear, as well as a BA in Business Marketing from the American University London.

Since graduating she has worked for and been head-hunted continuously by many well-known fashion houses including Dior Couture, Calvin Klein and Vivienne Westwood and most recently Burberry where she spent the last eight years across a wide spectrum of creative departments.

Her experience has ranged from designing and developing collections, directing and managing large creative teams, fashion sourcing, building and nurturing client and production relationships, through to working on marketing and PR activities. Her deep knowledge of the luxury and fashion market has moulded her vision to provide customers with luxury essentials that consistently adhere to the latest environmental standards, whilst striving towards being a key player championing environmental preservation and eliminating waste.



Her collections feature a range of snuggly knits made from luxurious materials, so you can expect plenty of pure cashmere, cashmere and wool blends and chunky knits that offer simplicity and utmost quality.

Adeela plays off classic silhouettes, adding a modern edge through her use of whimsical motifs: think itsy beaded rainbows and sequinned swallows embroidered onto unpretentious knitwear shapes. She’s also added accessories like beanies and scarves, as well as some adorable knitted childrenswear to the line-up.