After launching her fashion label ten years ago, London-based Luella Bartley presented collections in New York City from 2001-2007. But with the opening of her first stand-alone store in London in 2007, Bartley returned home and now presents her collections in London.

Bartley, whose clientele includes Lily Allen and Kelly Osbourne, also designs handbags and shoes, and in 2006 did a collaboration for American store Target. Her design ethos has been compared to that of Marc Jacobs, the American designer known for making his own rules.

The Fall 2009 Luella collection features dresses that combine English Schoolgirl with London Punk Rocker to arrive at an edgy cuteness that never plays it safe.

As you can see in the photo below, Luella Bartley puts together the girlishness of flowers, sparkly tights and a chartreuse jumper with an alchemy that turns a wild collection of “base metal” pieces into pure gold.