Alexander van Baalen partners with Edgars

Based in London, he dresses a wide range of high-profile celebrities such as pop singer Sophie Ellis-Bextor, actress Sadie Frost, TV personality Myleene Klaas and supermodel Heidi Klum. His label is currently available in key independents throughout the UK, as well as the exclusive department store of Liberty in London.

Alexander grew up in Johannesburg, where he attended the GFD Academy of Design before moving to London to complete his studies at the Central Saint Martins College of Art & Design. After working for Paul Costelloe and Marks & Spencer in London, as well as Ralph Lauren in New York, he launched his range in 2010 with a range of unique little black dresses named after Hollywood legends of a bygone era, such as Audrey Hepburn, Brigitte Bardot, Grace Kelly, Greta Garbo and Rita Hayworth.

"Since the LBD is the cornerstone of every well-groomed woman's wardrobe, it is the cornerstone of the House of van Baalen. There is also a line of soft separates and tailoring and more will be added in the future. In the meanwhile, we are focused on giving stylish career-women the convenience and flexibility to go from an all-day board meeting to an evening dinner party without having to get dressed twice," says van Baalen.

The 'dawn to dusk' range, which was shown off-schedule during London Fashion Week, celebrates the timeless appeal and incredible versatility of classic black. However, in keeping with his signature style of 'black with a twist', bold colour blocking and striking floral prints enhance the core colour palette and provide a contemporary edge. Key pieces include softly tailored jackets, shorts, skirts and trousers, as well as dresses in deluxe silk blends of various textures. Hand-applied beading gives extra glamour and sparkle to well-loved basics. Prices start from R650.

For more information, go to www.alexandervanbaalen.com.