We're passionate about designing stylish, functional loungewear and swimwear for women who are – or who hope to be – bringing their little miracles into this world.

Hi! My name is Alicia – Founder of Rules London.

Thank you so much for stopping by! We’re currently taking a short break — the shop is temporarily closed from midday on 21st April and will reopen on 2nd May at 9am (UK time).

Feel free to have a look around by entering the password below:

Password: followrules

Please note: Any orders placed between now and 2nd May will not be processed until after the Bank Holiday (from 6th May onwards).

Time until we reopen:

Rules London is here for the Journey!