Welcome to the latest episode in our Start Series. Today we Start with the Classics with Emily Campbell of nightwear brand If Only If.

For me a classic is something timeless, of quality, of influence, an outstanding example that for reasons not always easy to articulate stands apart. A classic may come in and out of the limelight, be refreshed and reimagined, but they remain.

Examples are numerous and personal. My list is long and includes, without doubt, the nightdress. I consider Emily Campbell, of If Only If, to be a custodian of the classic nightdress. Their nighties are beautifully designed, using beautiful materials. They are for all women, at every stage of life, in every generation and of all sizes and styles.

We discuss how her mother began the business, Emily’s decision to leave teaching and take on the business into a new era, the changes she has made and the impact they have had, how the business continues to celebrate classics and women and what the future holds.