For her Spring/Summer 2014 presentation at London Fashion Week, designer Alice Temperley presented a fairytale collection of sweeping gowns in gentle pink, blush, lilac, mint and white. There were long dresses embroidered with hand-cut silk flowers and with lace and crystals, gowns printed with a pattern of purple orchids and lace created out of the patterns of trailing leaves.

“It’s about transporting you into another mood. We all live such normal lives, with work, it’s nice to have fantasy clothes,” the designer said after the show.

The label recently appointed a new chief executive, Ulrik Garde Due, who will use his experience at Burberry and Celine to promote it as a luxury lifestyle brand.

“Now we’ve got the (everyday) Alice line, we’ve got a good business, we don’t have to be so commercial with the runway. We can be more creative,” Temperley said.