Louise Redknapp and Emma Thatcher of fashion and lifestyle blog A Style Album have launched a capsule collection of hoodies. The girls designed one key silhouette in three colourways (red, ivory and khaki), all of which are embroidered with I AM on the front and LOVED on the back.

Creating a clothing line has been Lou and Em’s dream since starting their successful fashion blog in 2014, and by listening to their engaged audience the stylish duo decided now was the right time to branch into retail with a concise offering of a core item they know resonates both within their own closets and those of their followers.

“Hoodies play an integral part in our style uniform and we both love the idea of being able to have a piece that works for casual days but can also be dressed up—it perfectly complements our ethos of getting maximum wear out of your wardrobe and our effortless aesthetic,” say Lou and Em.

The I AM LOVED slogan is derived from the affirmation “I am” and translates a powerful message designed to encourage positive thinking and belief in yourself.

A Style Album’s I AM LOVED hoodies retail at £120 each and are available on AStyleAlbum.com/shop from 22nd June.