A Liverpool mum is making serious waves in the fashion world after turning her passion into one of the UK’s fastest-rising trend-led brands.
32-year-old Grace Howarth, founder of Reverie, launched the label just over a year ago — and in the last six months alone it has become a national and celebrity favourite.
The brand shot to prominence over the summer when Love Island star Lucy Quinn made the Monroe Bustier and Capri Hot Pants go viral, cementing Reverie as one of the season’s standout names. As Autumn/Winter arrived, the brand’s Mongolian Fur range quickly became a wardrobe staple, spotted across social feeds and fashion-forward circles alike.
Reverie has developed a particularly strong following among stylish local names including Bethany Webster, Rebecca Burgess and Laura Pimblett. Its pieces are playful yet polished — feminine silhouettes that feel carefree while still oozing luxury.
But Grace’s journey into fashion wasn’t straightforward. After more than 10 years working in customer service and business development, she realised in 2024 — following the birth of her child — that her passion for her career had faded. What had never faded, however, was her love of fashion.
Determined to build something of her own, Grace began researching products, refining ideas and developing a brand identity. After months of networking within the industry, she met Gemma, owner of Bellwether Management. The pair instantly connected, forming a robust business plan and launching a collection that would quickly capture attention.
Reverie’s aesthetic is feminine, confident and distinctly modern, drawing inspiration from the AW24 and SS25 collections of Chemena Kamali for Chloé.
Grace said: “I’ve always been a bit of a Chloé girl when I style my own outfits, but I think a lot of Liverpool girls are too — us Scouse girls are born with fashion in our blood. Over time, I started to see which designs were really resonating with my customers and it guided me to where Reverie is now — amazingly positioned within that local fashion sphere. I’m super grateful and also excited for what 2026 holds for me and Reverie.”
With strong local support and growing national visibility, Reverie is proving that Liverpool continues to be a powerhouse of style and entrepreneurial spirit.
View the full collection at reverielabel.co.uk. Follow @reverielabel on Instagram.
