Rhi Dancey launches her first London pop-up shop and panty workshop

Following her first in-person event in Dalston, we spoke to our former online editor turned designer about her namesake brand and upcoming plans

Originally from Wales, Rhianedd Dancey swapped one seaside town for another in 2013, when she moved to Brighton to study BA Fashion with Business. During her placement year, she spent time in Berlin, where she fell in love with the city — and a special someone. Though she returned to Brighton to complete her studies, she was determined to go back.

Soon after graduating, Dancey booked a one-way ticket to Berlin, sewing machines in tow. There, she joined the Œ family as an Online Editor, a role that opened up the world of styling to her. Fascinated by the creativity and drive of Berlin’s industry, she thrived working on projects with little to no budget, absorbing the energy and dedication of her peers.

Eventually returning to the UK, Dancey settled in London. During the first lockdown of 2020, she began making garments in her living room, and thus her brand, Rhi Dancey, was born. Promising to be as sexy as it is sustainable, the label quickly grew online, leading her to move into a studio in East London and build a small, all-female team to support her.

From 30 November to 1 December, the team celebrated their first pop-up shop in Dalston, a resounding success. Eager to hear about her latest projects, we caught up with her to chat pop-up shops, panty workshops, and the next chapter for Rhi Dancey.

Welcome back, Rhi! To start, could you walk us through how you transition from Œ‘s online editor to a fashion designer?

Thanks — it feels good to be back! (Dancey laughs.) Basically, soon after I graduated from fashion school, I flew to Berlin with my sewing machines. I had saved up some money working as a tailor’s assistant during my final year at Brighton, which allowed me to spend time on more creative projects and roles in Berlin.

I spent a period at Œ Magazine as an online editor, which really opened up the world of styling for me. I was fascinated by the industry — designers, photographers, models, and make-up artists collaborating to create entire worlds, often with very small or even no budget. The drive and dedication I witnessed were incredible, and it was truly inspiring. That experience led me to meet so many people for whom I will be forever grateful.



Congratulations on your first pop-up shop! Rhi Dancey has been known primarily as a fully online brand, so what inspired you to bring your designs into a physical, in-person setting?

I’ve always wanted to hold an event — it’s been a dream of mine for a while. One of the first events I helped with was actually Œ Magazine’s Female Gaze issue a few years ago. The scale and outcome were both so impressive, and that buzzing feeling has stayed with me ever since.

Being an online brand predominantly, I really wanted to create something physical, especially after the lockdowns. I wanted to interact and exchange with customers and people I had met online, and to collaborate and create an engaging, interactive shopping hub.

Where do you draw your greatest inspiration from?

That’s a hard question, because I draw inspiration from so many sources. But I think the most influential for me is people and work ethic. It’s incredibly easy to fall into toxic, fashion-centred environments where hierarchy and intimidation can exploit young, creative people. I’ve been incredibly lucky, particularly during my time in Berlin, where I had the opportunity to work for people who genuinely supported and appreciated my time and efforts.

When I returned to the UK in 2019, the industry felt tougher and less accessible. However, the fast-paced work ethic here is incredibly inspiring — so much drive to succeed and bring ideas to life. It’s intense, but it makes you feel like you can achieve anything.



What do you consider to be the most distinctive aspects of your designs?

One element I’m especially proud of is that any design can be made in any size. Inclusivity is crucial to me. As all garments are made to order, you can customise a bespoke piece, unique to you, at a very reasonable price. Everything is also made by hand in my London studio — we don’t work with a factory. I think that makes what we do beautifully unique and rare.

Is there a particular collection you feel most proud of, and what makes it stand out?

I would say the ongoing Art Top series is one of my proudest projects. It involves collaborating with different artists across the world to create wearable artwork. It started during the first lockdown as a way to connect with other creatives and produce something truly different.



What can we expect next from you next?

After the pop-up, I realised I wanted to work on more interactive and engaging projects. I’ll be running a panty workshop in my London studio before Christmas, and I’m hoping to start planning some bigger, more exciting projects outside of the UK in the near future.