INDX Woman | Welcome to Apricot – champions of print and feel-good fashion

The British womenswear brand is passionate about bringing their unique and eclectic prints to life in their collections. Specialising in wearable fashion with a sense of a fun, Apricot’s designers take inspiration from travel, nature and the brand’s vibrant home city of London. 

Many of the brand’s signature prints start life as hand drawings or paintings on an Apricot print designer’s canvas and it is this organic process that ensures its collections have their own distinct  handwriting.  

For Apricot, the customer is at the heart of the design process – guiding the brand’s meticulous fitting process to ensure ease of movement, comfort, longevity of product and a beautiful finish.  

Apricot’s SS27 collection showcases rich colour, exclusive prints and broad appeal silhouettes. Buyers can expect to see the summer’s most wearable trends alongside pieces with timeless value. 

The summer colour palette includes new forecasted seasonal colours such as rosewood red, leafy green and clay. Expect to find vibrant prints and the brand’s key dresses alongside a strong collection of versatile separates. Texture takes centre stage with 3D design detail, embroidery and broderie. Apricot has developed a wide range of co-ords across the trouser, skirt and shorts categories to create a head-to-toe look in separates. The boho aesthetic has always been part of Apricot’s DNA and the SS27 collection delivers fluid silhouettes, earthy tones, crochet and subtle shimmer. Key silhouettes include midi dresses, flowing maxis and wide leg trousers in lightweight fabrics.   

Apricot is passionate about quality and is proud to include premium fabrics such as linen, cotton and viscose at an accessible price point. The brand’s commitment to making production as sustainable as possible has seen its growing use of Eco Vero viscose, Tencel/Lyocell and recycled polyester.  

Apricot has a growing international presence and offers strong brand recognition with UK retail partners including Next, QVC and Very. The brand operates both wholesale and concession models in the UK, with minimum wholesale orders starting at just £500.  

Don’t miss Apricot at INDX Woman – find the brand at stand P515. Apricot will be showing and taking orders on both AW26 for short order and SS27.

INDX Woman returns to Cranmore Park 19-21 July 2026, register for your free entrance badge here.