Wonderlust the Label was born from a desire to bring a touch of casual glamour to everyday fashion. Founded by Sarah Milmine in 2016, Wonderlust began with a leap from digital design into the world of fabric, creativity, and craftsmanship. Initially working from a small, derelict unit in Isleworth, Sarah’s late-night experiments with textiles and her dedication to creating wearable, timeless pieces helped Wonderlust grow into a beloved fashion destination. Over the years, Wonderlust’s West London stores became a go-to for those seeking refined yet effortless style, offering collections that valued quality and individuality over fleeting trends.

From the beginning, Wonderlust has championed a commitment to ethical fashion. Our production is rooted in Teddington, where our experienced team of local artisans crafts each piece in small batches, using high-quality and often deadstock fabrics to minimise waste. By keeping our production local and sustainable, Wonderlust offers an alternative to the disposable nature of fast fashion. This approach has always been about more than just clothing—it’s about creating pieces with purpose and ensuring that every garment resonates with care, quality, and respect for our planet.

Recently, we took a step back to reimagine our future. In a world increasingly defined by overconsumption, we felt it was time to refocus. While Wonderlust’s retail spaces have taken an indefinite leave, our Teddington studio remains active, fuelling a new direction and mission: to reshape the way people connect with fashion. We are committed to fostering a mindful approach to personal style, encouraging thoughtful choices that prioritise longevity, artistry, and sustainable values. As we move forward, Wonderlust’s story is now dedicated to redefining fashion in a way that honour’s quality, celebrates intention, and reduces impact—inviting our community to embrace fewer, more meaningful pieces that inspire a deeper connection to what we wear. And most of all, a celebration of the mischievous.