What is Conditions Apply?

Conditions Apply is a London womenswear label founded by designer Diana Irani, based in East London. The brand is known for hand-embroidered pieces and bold, colourful prints, built on a philosophy that real luxury comes from craftsmanship and integrity.

What is Conditions Apply known for?

Conditions Apply is best known for hand-embroidered denim and cotton pieces, plus bold multicolour prints and patchwork detailing on maxi dresses. Colour and craftsmanship are the brand's defining features.

Where can I buy Conditions Apply in the UK?

OSO Boutique stocks Conditions Apply at 14 High Street, Salisbury, and online with UK delivery.

Is Conditions Apply true to size?

Conditions Apply generally runs true to UK sizing, S to L, with a relaxed rather than fitted cut across most dresses and tops. Call us on 01722 417382 if you would like help matching a specific piece.

What materials does Conditions Apply use?

Conditions Apply works mainly in cotton, denim and lightweight jersey with hand-embroidered detailing. Embroidered pieces are best hand washed or dry cleaned to protect the stitching; check the care label before washing.

Conditions Apply

Conditions Apply was founded by designer Diana Irani and is based in East London, built on hand-embroidery and beautifully made pieces rather than fast turnover. The label's own philosophy is that real luxury comes from integrity and craftsmanship, not just the label inside the collar.

Embroidery is the signature, worked by hand across denim, cotton and jersey, alongside bold multicolour prints and patchwork details on maxi dresses. The colour is deliberately loud: nothing here is designed to blend in.

Our Conditions Apply edit at OSO Boutique covers the range. The Estna maxi shirt dress and Malvina patchwork maxi bring the statement prints, and the Rozely shirt and Barsia shorts pair hand-embroidered denim into a matching co-ord. The Jovina V-neck top carries scalloped embroidery through a lighter, everyday piece.

Find Conditions Apply at 14 High Street, Salisbury, or shop the collection online with UK delivery.