Lovall is a UK-based plus-size women's fashion label sold primarily through its own website and via ASOS. The brand is legitimate and operational, but customer reviews are inconsistent, with recurring complaints about sizing accuracy, returns processing times, and product quality relative to price. Worth considering but approach with realistic expectations, particularly around fit and customer service responsiveness.
Lovall is a UK-based plus-size women's fashion brand targeting curvy and fuller-figured shoppers, operating primarily through lovall.com and as a third-party seller on ASOS. The brand launched around 2020 and positions itself as a size-inclusive label offering contemporary styles from sizes 14 to 28. Its presence on ASOS provides a degree of legitimacy and consumer reassurance, as ASOS maintains its own seller standards and buyer protection policies. The site uses HTTPS, has a published returns policy, and shows signs of a functioning retail operation.
Customer feedback across Trustpilot and social media is inconsistent, which warrants caution. Positive reviews highlight stylish designs and inclusive sizing ranges, but negative reviews — present in meaningful numbers — raise concerns about sizing running small or inconsistently across product lines, slow refund processing, and limited customer service channels. Shoppers who need to return items may find the process drawn out, and the email-only support model means disputes can take longer to resolve than with larger retailers. There is no FCA, ATOL, or other specific regulatory oversight required for a fashion retailer, so consumer protection falls under standard UK consumer law.
UK consumers are protected under the Consumer Rights Act 2015 and the Consumer Contracts Regulations 2013, which entitle you to a 14-day cooling-off period for online purchases and a refund within 14 days of returning goods. If you buy through ASOS rather than directly, ASOS's own returns policy may offer a smoother experience. Before purchasing directly from lovall.com, check the size guide carefully against your measurements rather than relying on standard size labels, and pay by credit card where possible for added Section 75 protection on orders over £100. Lovall is not a scam, but it is a brand that requires informed purchasing.