No it's not the St. Louis rapper with gold teeth (that I had a bit of a crush on I have to admit). It's been called Scandinavia's answer to ASOS, and when I went along to take a peek at some of the clothes and shoes from fashion retailer Nelly, and the other brands they stock, what I was most impressed with was the price. There are lots of fabulous clothes but lots at the lower end of the price scale too, which is just what we need in the current climate.
Highlights included amazing studded shoes in both flat and heeled styles, fabulous sheer shirts and dresses and an array of colourful prints and patterns. The great thing is that with a multitude of brands in their stable, it doesn't matter what your personal style signature is, there's likely to be something that you are drawn to. They also offer menswear and maternity ranges
Nelly already produce a magazine in Sweden which is one of the largest in the country, over 100,000 copies a season. Plus, over 1.4 million people visit their website each month. With success like that already under their belt, it's only a matter of time before Nelly becomes a household name in the UK too. Take a look and let me know what you think.
I'm looking forward to another event with the Nelly team next week to learn more about the brand and what they've got to offer. Watch this space.