BWA Chats To: Jade, Prince Of Etiquette

We chat to Jade, one half of our fave new label that brings love to the classic Shift Dress, Prince of Etiquette.

Could you give us a little rundown on how POE was born?

It was born out of a love for shift dresses. We were finding that well made shift-style dresses were generally sold at an unattainable price range by high end designers, we wanted to create a range for a younger audience and at a more affordable price point, yet still maintaining high end construction and detailing.

What is the style mantra behind the brand?

Simple is chic. The shift dress is effortless and flattering. Style should be easy, so we’ve created pieces that are fundamental go-to’s to pull a chic look in an instant. We’re all about a pared-back aesthetic ensuing our pieces are easy to style up or down.

Where do you draw inspiration from for your collections?

Our collections don’t waver far from the classic shift fit (a modern interpretation of the 60s and 70s) so it becomes all the more important for us to stay across seasonal colour and print trends which means endless international research and lots of instagram/blogger action for the latest street style.

Who is the POE girl?

The POE girl is fun and captivating in her style, always flawless and not afraid to show a bit of leg or wear bold colours!

Your style icons?

Olivia Palermo and Kate Bosworth, they each have their own approach to style but both really know how to rock a simple shift and turn heads without relying on flesh-baring antics.

The one thing you could never leave the house without?

My jewellery, I’m building up a serious rose gold collection.

Key piece from the collection?

Our classic tee-style ‘Princely Shift’ has been our most popular piece, it’s a summer staple.

Finally, if you could have breakfast with anyone, alive or dead who would it be and why?

I couldn’t think of a more fabulous breakfast affair than joining Marie Antoinette for Champaign and cake in the morning.

Check out some of our fave pieces from the collection below.


  • Reply Saroosh Thursday 24th April, 2014 at 5:16 pm

    love her hair and the heels and the outfits

  • Reply godsaur Wednesday 2nd April, 2014 at 4:59 pm


  • judi1
    Reply judi1 Thursday 27th March, 2014 at 8:10 pm

    Like shift dresses!

  • Reply dj23249 Saturday 22nd March, 2014 at 6:22 am

    Loving the red and white pieces

  • Reply yslyenom Wednesday 29th January, 2014 at 1:25 am

    I also love Olivia Palermo.

  • Reply BellaB Tuesday 28th January, 2014 at 9:13 pm

    What a great idea!

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