New Naomi Neoh boutique in Pimlico

New Naomi Neoh boutique in Pimlico

London designer Naomi Neoh has a new boutique in Pimlico – your passport to glamour because her designs are the last word in bridal magic, and all constructed with scientific precision

Naomi Neoh Summer's Eve Primrose V Neck copy 2
Naomi Neoh’s Summer’s Eve collection Primrose gown

[dropcap]L[/dropcap]ondon designer Naomi Neoh has just opened a swish new showroom in Pimlico, which is great news for brides to be because her beautiful flowing gowns offer magical wedding dressing opportunities.

Naomi didn’t set out on a career path as a bridal designer – in fact she trained as a scientist, studying physics at Durham and then working in IT and later as a merchandiser. She had always been a passionate sewer and the lure of needle and thread – and a desire to change her lifestyle – led to the creation of her first wedding gown collection in 2008.

Naomi Neoh Summer's Eve Campaign Sienna with Jacket copy 2
The Sienna gown with lace jacket by Naomi Neoh channels 1930s Hollywood glamour

This first collection paired silk chiffon and French lace, featuring blush tones in the mix and beautiful rose corsages in silk. This established a signature romantic look that can be seen in all Naomi’s designs, including the 2016 Summer’s Eve collection.

Naomi Neoh describes herself as a fabric addict, and gowns are often inspired by the materials she sources. While the finished articles look like pure magic – ethereal and flowing with more than a hint of 1930s Hollywood glamour – there is science behind their construction because Naomi’s philosophy is all about cutting and shaping for real women’s bodies.

Each of her dresses is designed from the inside out and underpinned with clever corsetry, a foundation that integrates the bra or basque that would normally be worn under a wedding gown. This makes the dresses light and comfortable to wear. In fact, every design is ‘roadtested’ by real women – in the shape of the team at Naomi’s studio – to ensure it fits and feels right. No design is considered finished until every one of her team gives it the thumbs up for comfort and fit.

Naomi Neoh Summer's Eve Ivy back copy 2
Ivy gown, showing Naomi Neoh’s love of romantic and vintage detailing

Naomi loves adding details – fine beading, ribbons, lace and corsages – and if she can’t find exactly the look she is after she will customise it by, for instance, dyeing a fabric to get the exact shade. With soft blush, pearl grey and other delicate combinations in the mix, her label is a good place to look if you want a flattering but not too unconventional alternative to the classic pure white.

Naomi Neoh Summer's Eve Campaign Bluebell copy 2
Bluebell gown from the Naomi Neoh Summer’s Eve 2016 collection features a Grecian-style effect at the bodice and integrated train

While Naomi Neoh has a growing list of stockists across the UK offering made-to-order gowns from her collection, a visit to the new Pimlico showroom (a short walk from both Victoria and Pimlico Underground stations) is a great way to see the entire collection in a relaxed and intimate environment. At the showroom you can also opt for a made-to-measure service. This follows a couture process – where a pattern is cut to precisely fit your body – and requires four to six fittings.

Naomi Neoh Summer's Eve Juniper copy
Naomi Neoh Juniper – a structured full gown in sophisticated grey with bejewelled belt
Naomi Neoh’s showroom is at 7 Denbigh Street, Pimlico, SW1. For appointments, or to find UK stockists of her label, visit