Like all the best ideas, our journey began with a problem. The fashion world is inherently flawed, so how to use our design skills to make a positive impact on people and the environment.

That’s how the concept of DEPLOY was born. We begin with you, combining our couture craftsmanship, customisation expertise and sustainable ethos to create thoughtful designs that fit around you and your lifestyle.

The result? Beautiful, caring, versatile clothes that connect your needs with artistry, functionality and sustainability.

We create smart clothes for smart women and a smarter future.


Established in London in 2006, our mission is to 'deploy' our expertise in customisation to make fashion more sustainable; less wasteful. Dressing you better while reforming the fashion supply chain.

Our timeless styles are thoughtfully designed around you. Conceived by Dr. Bernice Pan, who originally trained as an architect, each garment is thoughtfully designed with your lifestyle in mind, and rigorously constructed with the five key components of exquisite fabrics, fine-tailoring, functional versatility, lasting style and fit perfection.

Our garments are crafted in London, and readily available across the world. Couture craftsmanship isn’t about exclusive, catwalk looks, but about purposeful, quality clothes and personal service that best serves you.

Personal shopping and fittings with our elite team are available at our London Atelier, as well as at our events and pop-ups in key cities around the world.

Our 360° Sustainable Ethos makes a difference, one customer at a time. We maintain supply chain integrity via six steps: listening to you carefully, designing thoughtfully, sourcing environmentally, producing prudently, upcycling creatively and giving directly to humanitarian charity partners.


Since our inception in 2006, DEPLOY has featured in numerous top-tier international news and press titles, including BBC World News, Vogue and Harper's Bazaar. We dress numerous high profile clients from the entertainment industries, global business and political arenas, to guests at royal weddings and investitures. We're proud to have been selected by the EU as one of the 40 most influential emerging fashion brands and shortlisted as a finalist at the prestigious British Drapers Fashion Awards.


Bernice Pan

PhD, MA(RCA), MA(Cantab)

Founder & Creative Director

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Claudia Simms


Brand & Marketing Director

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Tosin Trim

RIBA, MA(Cantab)

Partner & Production Director

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MBA, BA(Hons)


Armed with her MBA specialisation in New Ventures from Imperial College and knowledge of global investment markets, Eleanor conceived the finance model for the DEPLOY start-up with Bernice.

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B.Comm (Hons)

Non-Executive Director

As a finance and managing director, with over 20 years of experience in establishing and growing fashion businesses, Jason advises on the business growth strategy for DEPLOY.

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Operations Manager

With over 10 years track record in SME business support, James manages the full back-end operations to ensure the smooth running from e-commerce platform to inventory control to systems and logistics.

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Xavier Soler


Business Manager

Xavier brings his business acumen in events management and Michelin-starred establishments in Europe and UK to enable us to meet the increasing international demand for DEPLOY.

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Mitchell Cote-Sawyer


Sales & Marketing Manager

With over a decade’s experience in sales and marketing, Mitch started his career at Alexander McQueen. He since specialised in consumer brands, spearheading innovative campaigns and operations across design houses, fashion retailers, startups and PR firms from East to West Coast, and is now ready to take DEPLOY to cities across North America.

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"I love discussing women’s needs and concerns, then recommending and tailoring pieces for the best expression of their personal style and fit. When I see their faces light up and their posture change; feeling confident and looking great - my job is done!"


"I am proud of our intelligent, sustainable and personal approach to style and quality. We offer smart women with demanding lives the rare joy of being individually styled by specialists who truly understand their needs, helping them to step up to any challenge."


"It’s great to see how a woman’s confidence grows when she puts on a well-fitted garment with the perfect hat.  Seeing the pieces come to life, after we’ve painstakingly perfected the technical designs, is the best part of my job."