Our Story

Dig For Victory begun when designer Eleanor Callaghan began making dresses for herself to wear while performing in twee-pop band The Bobby McGee's. Selling the clothes through friends and a few local shops, the feedback and demand from customers grew in popularity with customers such as MIA and Bat For Lashes.

Eight years on and the online sales have expanded the brand from a personal labour of love to a thriving independent business, employing four sewers. With dresses being custom made in Brighton and shipped all over the world.

Realising the dream to open a real life shop, in 2012 Eleanor moved in to the Dig For Victory! boutique in Brighton, England. From here we can offer a unique shopping experience for our customers. Alongside the off-the-peg dresses the customer is able to see the studio where some of the dresses are made, select from the huge collection of vintage fabrics and get measured in person for a custom fit.

We have tried as much as possible to recreate the personal and creative experience in our Website, so that you can also enjoy a little of what the visitors to our bricks and mortar shop do. So as well as selecting your favourite dress style from our online boutique, you can browse through our fabric cupboard and have a dress custom made to reflect your own unique style.

The Team



Eleanor is the owner and designer at Dig For Victory! A self taught dressmaker Eleanor has spent the last decade perfecting her patterns and expanding her range of designs with a strong ethos for sustainable and individual fashion.

 From the shop and studio in Brighton Eleanor has grown the business and developed her range of designs. 


If you have a query about our dresses, sizing, groups of bridemaids dresses or any thing else related to Dig For Victory then this is the lady who will deal with it! Jayne spends most of her time helping our customers to create their perfect dress, while forever planning the next one for herself!  Jayne is also a maker and helps out with the sewing side of things when we get really busy.





With years of sewing, fashion and tailoring experience Pam is without doubt one of the most highly skilled seamstresses in town. She moved to Brighton from New Zealend in 2010 where she had previously run a tailoring business and before coming to us she worked for a couture fashion house in London. 

Head Seamstress in the Dig studio, Pam overseas every single dress that is sent out to ensure that our items are as great as they can be, and she has the sharpest eye for detail! 







Hannah is one of the makers! She has a keen sense of style and is working on her own range of hand dyed and machine embroidered textiles alongside her role here at Dig For Victory!








Charlotte is one of the most long standing members of Dig For Victory. As well as sewing for us she is also developing her high concept fashion label Bunny and the Wolf