If Only If: The Cult British Nightwear Brand Fashion Insiders Love
- Aug 30
- 2 min read
If Only If, a family-owned British brand devoted to the art of nightwear founded in 2014 by Issy Faulkner and beautifully reimagined in 2020 by her daughter Emily Campbell, now the brand’s owner and Creative Director. If Only If is a story of heritage, craftsmanship, and womanhood passed from one generation to the next. With family at its heart, the brand creates pieces that transcend trend nightdresses with effortless comfort, grace, and a touch of old-world romance.
Five years into Emily’s creative direction, the brand has entered a new chapter of success. Its nightwear now resonates far beyond British shores. With a new US warehouse opened in 2025 the brand have become more accessible to American customers.
Bucking the normal fashion trends, If Only If prefers to take a slower, more mindful approach to new product and collections. Each product is designed with inclusivity in mind, a piece that can be worn at any age and comes in an extended size range (US 2-20). Emily carefully considers a close production line where each nightie is part of a small batch worked on by hand, all produced using only natural fabrics that are breathable and biodegradable. With a focus on using Indian cotton and silk, If Only If have been partnered with their supplier in New Delhi for over 10 years. With price points from $140–$345, the brand sits at the intersection of elevated sleepwear and ready-to-wear.
Since the launch, If Only If iconic nighties have been seen on tastemakers, including influencers Harling Ross, Leandra Cohen, Lucy Williams and authors Pandora Sykes and Coco Mellors. In 2025, Lena Dunham’s hit Netflix series ‘Too Much’ featured lead Meg Stalter in five If Only If nightdresses across the show, as well as a customised India design for Mia, the dog.
Signature styles like the Caitlyn, India and Clara from the Classics collection have helped define the brand’s aesthetic: effortless, feminine silhouettes with a nostalgic edge. Alongside its core collection, If Only If continues to expand into seasonal colours and prints, bridal, kidswear and accessories.
In April, If Only If launched the first drop of the new summer collection of classic red ginghams and playful strawberry print. Enzyme-washed poplin gives the gingham a softened, lived-in feel, while the fruit motif brings a touch of summer sweetness. The collection includes three women’s dresses, new blouse styles as well as a girl’s dress, baby romper and children’s short pyjamas.
For the second part of the summer collection If Only If taps into linens, inspired by Italian craftsmanship, celebrating the beauty of simplicity. Long, flowing silhouettes and airy cotton evoke the effortless elegance of sunlit mornings in Sicily. The collection includes a reintroduction to the bestselling Elle nightdress in two beautiful new colour ways, alongside the much-loved mini Brigitte, and a new design for girls.
For the final chapter of the summer capsule, the brand is launching a Noir collection in deep black, a study in contrast and drama. This is the first time the brand will be venturing to the dark side having never created any designs in black previously. Enzyme-washed cotton poplin creates soft structure, while a silk Valentia brings evening elegance. The collection includes three cotton styles and one silk dress.
