Welcome to AYBxALLY

At the helm of ALLY London is Alex Hamilton who was approached by At Your Beat to design and develop a range of fashion, active and lifestyle wear.

Her goal was to create a range of clothing suitable for an At Your Beat dance class yet won’t look out of place when worn outside of the fitness studio.

I’m so grateful for the opportunity to work with At Your Beat, a brand I’m so passionate about. The whole process has been so much fun and I’m excited for the collection to be unleashed into the world!

Alex Hamilton, Creative Director of ALLY London @ally0004

Alex is influenced by her love of 90s urban fashion and Asian street culture, and her design approach to the special collection for AT YOUR BEAT, is a tomboyish yet feminine look with an understated cool attitude.