UNCONDITIONAL is said to be very London in its attitude yet with an ease and understated simplicity sometimes described as quite American. From the beginning the collections have been said to be "a winning combination of the laidback and the edgy" .The backbone of each collection remains a unique range of ‘luxury basics’ with an overlay of more special pieces. Favouring a relaxed style, UNCONDITIONAL is often mildly androgynous. UNCONDITIONAL has established its own feeling of a modern elegance with a dash of pure rock’n’roll – pieces that are uncompromising in their attention to detail with high quality fabrications, that favour pure, ethically produced fabrics and yarns. Clean, strong silhouettes are always intentionally quite sexy, often balancing a signature of drape set against structured, architectural tailoring, providing an overall aestetic that has gained the brand a loyal customer base and a cult celebrity following.