MOVING SALE • UP TO 70% OFF • LIMITED TIME • 30-DAY RETURN GUARANTEE • ALWAYS FREE PREMIUM SHIPPING • ORDER BEFORE 11:00 PM, SHIPPED THE NEXT DAY • MOVING SALE • UP TO 70% OFF • LIMITED TIME • 30-DAY RETURN GUARANTEE • ALWAYS FREE PREMIUM SHIPPING • ORDER BEFORE 11:00 PM, SHIPPED THE NEXT DAY • MOVING SALE • UP TO 70% OFF • LIMITED TIME • 30-DAY RETURN GUARANTEE • ALWAYS FREE PREMIUM SHIPPING • ORDER BEFORE 11:00 PM, SHIPPED THE NEXT DAY

Helen Maxi Dress - Plum Brown

Helen Maxi Dress - Plum Brown

Helen Maxi Dress - Plum Brown

Helen Maxi Dress - Plum Brown

Helen Maxi Dress - Plum Brown

Helen Maxi Dress - Plum Brown

Helen Maxi Dress - Plum Brown

Helen Maxi Dress - Plum Brown

Helen Maxi Dress - Plum Brown

Helen Maxi Dress - Plum Brown

Helen Maxi Dress - Plum Brown

Helen Maxi Dress - Plum Brown

Helen Maxi Dress - Plum Brown

Helen Maxi Dress - Plum Brown

Helen Maxi Dress - Plum Brown

£158.04 £79.99 SAVE 49%

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🇬🇧 British family business since 2007

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⏰ MOVING SALE

Due to the high order volume, our stock is very limited...

If you are still able to press the 'Add to Cart' button, there's still some stock left!

The Helen Maxi Dress in Plum Brown is a blend of elegance and drama. Made from luxurious stretch satin, this gown features a twist cowl neckline that gently drapes for a flattering effect, while the crossover adjustable straps and lace-up back ensure a personalised fit. Asymmetric pleats on the bodice create a sculptural look, while the draped thigh-high split adds a bold yet sophisticated touch of allure.

Colour: Plum Brown.
Maxi gown length.
Stretch satin.
Fully lined.
Twist, cowl neckline.
Crossover, adjustable straps.
Lace up back.
Draped thigh high split.
Asymmetric pleated on bodice.
Invisible zipper closure.

Not happy with your order? No worries! You have 30 days to return your item – hassle-free.

We stand behind our products, but if it’s not quite right, you can return it within 30 days for a refund. Just make sure it’s in its original condition and packaging.

Need assistance? Our team is ready to help.

• Free Express Shipping

We prepare and ship all orders as quickly as possible.

Every order comes with full tracking so you can follow your parcel at any time.

Shipping delays may occur due to holidays, extreme weather, or customs inspections.

Please ensure that your shipping address and contact details are accurate to avoid delays or returns.

If you need help, our support team is always here for you.

💫 Mix & Match your Favourites Pieces
from the Store 💕

Buy 2 items – get 10% OFF 🛍️
Buy 3 sets – get 15% OFF ✨
Buy 4 sets – get 20% OFF 💫

💡 Tip: Add your second set now to automatically see your discount at checkout!

What Our Customers Say

★★★★★

I kept seeing this store online and decided to give it a try. The set arrived exactly as shown and the quality was better than expected.

Mary K.

★★★★★

Very pleased with my order. Everything arrived in good condition and I’d definitely order again.

Charlotte P.

★★★★★

I had a small issue with my order at first, but customer service sorted it out quickly. They were friendly and kept me updated throughout.

Hannah W.

★★★★☆

The item arrived as expected and the quality was good. Delivery took slightly longer than I thought, but overall I’m happy with the purchase.

Jennifer B.

★★★★★

The fabric feels really nice on the skin and is comfortable to wear all day. It has a smooth finish and still feels well made and durable.

Emily R.

LOVED BY 10,000+ CUSTOMERS

SOME STORES ARE
BUILT FOR EVERY
WOMAN. WE BUILT
OURS FOR YOU. 👑

The pieces we are most proud of. At the most generous prices we've ever offered.

When we started Alice London from our garage, we had one dream — to create a store where a plus-size queen never has to ask if her size exists.

Because here it always does.

Every piece in this collection was chosen by two sisters who know exactly what it feels like to reach for something beautiful and walk away empty-handed.

That does not happen here.

Today, we finally opened a real store and moved to a bigger home — and to celebrate our first day opening we are offering up to 80% off sitewide until midnight.

Your size is here.
Your style is here.
Your moment is here.

Limited pieces, high demand. Shop before it is gone.

With love,

Alice London 🤍

Founders, Alice London

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Free UK Express Shipping

We ship worldwide, fast and secure. Free UK express shipping.

30-Day Money-Back Guarantee

Changed your mind? No stress. Return any unused items within 30 days for a refund—simple and hassle-free.

Fast, Friendly Support

Need help with sizing or orders? Our team’s here to assist—quickly and with care.

Every Outfit Has A Story

A portion of every purchase is donated to animal rescue organisations across the UK.

THIS IS WHERE IT ALL
STARTED

Dresses. A folding table.
A sign we made in our garage.

No boutique. No investors.
No idea what we were doing.

Just two sisters
who believed in something
and showed up for it anyway.

That belief built everything you see today.

– Alice London