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Since the company’s conception, Lulu Guinness’ intention has always been to be slightly outré and push boundaries. The brand’s creations are regularly seen on the arms of trailblazing women, such as Kate Moss, Fearne Cotton, Emma Watson, Poppy Delevigne, Paloma Faith and Dita Von Teese. They are women with a fierce sense of humour and an even fiercer sense of their own femininity, who dare to venture outside the parameters set by a predominantly trend led fashion industry.