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A Scandinavian design label born out of love for all shades of neutrals. Established in 2021 by designer PetroNella Edwardzon, selling custom-made dresses & original art. Every piece is designed & sustainably handmade in Stockholm based atelier.

CUSTOM-MADE DRESSES | Luxerious material feel, minimalistic details & a clean feminine silhouette is consistent in the designs. Timeless pieces, created to last for years to come. All pieces are custom-made to your personal measurements for comfort, uniqueness & a beautiful, perfect fit. Your dress is exclusively made for you, handmade once ordered. We only accept a few orders per month, therefor all the dresses are limited editions. We all know how a gorgeous dress that doesn't feel good can ruin the moment. We offer design & personalized fit to make you feel & become your best self & with our perfect fit guarantee we make sure the fit is perfect! Whether you need a power dress for a business meeting, a celebration, a date or whatever the small or big occassion is, we hope to create the dress that will upgrade your feeling & your life!

ORIGINAL ART | Original art & interior details in abstract, neutral patterns for that dreamy, calm & inspirational feel. All pieces are one of a kind. Express your individualism with an unique art piece & create the beauty & energy at home that makes you feel peace, motivation & joy. Let us contribute to your interior space & create the environment you love to be surrounded by.

Our mission is to create beautiful pieces that inspire you to live your beautiful life. All our dresses & art have been named after affirmations - positive statements to remind you every day how beautiful life is, & how beautiful you are. With quality design pieces we hope to motivate you to a sustainable minimalistic lifestyle filled with self love.


With love, PetroNella

Designer & Founder NEUTRALS | DESIGNS