Because of Alice

Because of Alice, also known as BOA, is a contemporary British womenswear brand launched in 2020 by fashion influencer Alice Olivia Cross. Headquartered in the United Kingdom, it operates globally with worldwide shipping. The brand's ethos centers on offering timeless, classic, and wearable fashion items, encouraging a considered approach to dressing and building a versatile capsule wardrobe. Its aesthetic is characterized by minimalist designs and a neutral color palette, catering to a stylish and confident female audience. While aiming for high quality, some reviews indicate that the actual quality can be inconsistent relative to its mid-to-high price point.