As part of a new feature to Dresses, Annie Greenabelle is the first label to be featured in a series of Behind The Brand interviews.

1. What makes your brand stand-out from your competitors?
We stand out from other brands because our focus is on creating unique and beautiful boutique garments without harming people or the environment along the way. Our clothes are predominantly made from Organic and Fairtrade certified cotton, others from reclaimed vintage fabrics. All our garments are designed in-house making them unique to our brand. Despite this focus on ethics and excellent quality, we sell our designs at high-street prices. This attention to detail and customer focus is what makes us stand out from the crowd.

2. Where do you get your inspiration from when creating a new collection?

Our designers are inspired by top couture designers such as John Galliano and Diane von Furstenberg but they also take inspiration from the street-style of Alexa Chung and Agyness Deyn to keep our look young and fresh.

3. Which do you think is your stand-out piece of the current collection?

Our stand out piece of the new collection is without a doubt the 60s-inspired Open Back Bow Dress – it is already proving a massive hit on our website and is due to hit Topshop, Oxford Circus very soon. They are limited in number so customers will have to get in quickly if they want one!

4. Are you excited about 2011 and the new SS11 collection?

We are more excited than most about the new collection because it has been created exclusively by our brand new designers, Isobel Shaw and Maisie Troughton. Names to watch for the future! We have some beautiful new styles for Spring/Summer 2011 and are also branching out into new fabrics such as bamboo. We will soon be showing customers a luxurious new line in knitwear due to the success of our Drop-Waist Knitted Dress (in store now).

Visit Annie Greenabelle now.