About us

TWO SISTERS, ONE SHARED LOVE OF STYLE

Merlow London began in 2011 with the two of us — sisters with different tastes, but the same love for beautiful clothes. Eleanor has always been drawn to timeless silhouettes, elegant layers and those pieces you find yourself wearing year after year. Sophie has always been a little more adventurous, with a love for colour, interesting details and finding something unexpected. Despite our differences, we kept coming back to the same idea: finding clothes that felt elegant without being overdressed, and comfortable without feeling ordinary, was becoming surprisingly difficult. So, over countless cups of tea and conversations about what was missing from our own wardrobes, Merlow London was born. We started with one simple question that still guides us today: would we genuinely love to wear this ourselves?

 

 

FIFTEEN YEARS OF MERLOW LONDON

What began as a shared idea between two sisters has grown into something we could never have imagined when we started 15 years ago. Through every season, our philosophy has remained wonderfully simple: style should make you feel more like yourself, never like you're trying to be someone else. Inspired by the understated elegance of London and the women we see around us every day, Merlow has always been about pieces that fit naturally into real life — from slow Sunday mornings and afternoons in town to dinners, weekends away and everything in between. Over the years, thousands of women have welcomed Merlow into their wardrobes, and knowing that something we chose has become a favourite piece in someone else's life is still one of the loveliest parts of what we do.

 

 

 

THE NEXT CHAPTER

Fifteen years later, we're still just as excited about what comes next. We're older, our wardrobes have changed and we've learned that good style has very little to do with dressing for a certain age — and everything to do with feeling comfortable and confident in who you are. That's the woman we think about when we think about Merlow today. We'll continue looking for timeless pieces, beautiful details and effortless styles that make getting dressed feel that little bit easier. Whether you've been with us for years or have only just discovered Merlow London, we're incredibly grateful to have you here. Here's to the next chapter — and to enjoying getting dressed for every one that follows.

 

With love,
Eleanor & Sophie 🤎
Merlow London