Fashion with purpose, Designed by a visionary

LOAMSHOP was founded by Rowena Locke , who shared a lifelong passion for style, self-expression, and celebrating women in all their forms. Raised in a multicultural home where creativity and confidence were deeply encouraged, she dreamt of building a fashion brand that would not only dress women—but uplift them. After years of working in the fashion and design industries across London and Paris, Rowena saw a gap in the market: beautiful, elegant clothing that embraced real bodies, real lives, and real women. She envisioned a brand that would break away from narrow beauty standards and offer something more meaningful—styles that empower, fit effortlessly, and express individuality without compromise. And so, LOAMSHOP was born.