The encyclopedia · Strategy & Leadership · Strategic decision · 2026
Perrie Edwards' fashion brand Disora was dissolved after £265,000 in losses
Perrie Edwards shut her clothing brand Disora in 2026 after £265,000 of accumulated losses — the company behind it was struck off.
Disora · Indigo Aura · Perrie Edwards · 2026-02-21
What happened
Perrie Edwards, the Little Mix singer, quietly closed her clothing brand Disora in early 2026 after years of losses. The company behind the brand, Indigo Aura, was shut down after its last accounts were filed at Companies House, and the brand disappeared without a public farewell from the singer.
The last accounts filed by Indigo Aura for the year ending December 2023 showed it had accumulated losses of £265,093. The company was given a strike-off notice in December 2025, meaning it was to be dissolved. Disora sold casual clothing such as hoodies, joggers, leggings, shorts and jackets, and was launched as a celebrity-endorsed label built largely on Edwards' personal following.
The closure was notable for how quietly it happened. Where many celebrity fashion exits are announced to fans, Disora simply ceased to exist, with the underlying company struck off the register rather than being wound up through a formal insolvency process.
Why it happened
- The brand never came close to profitability — its accumulated losses of £265,093 exceeded any realistic return a small celebrity label could earn.
- Building a clothing brand on a singer's personal following does not itself create a viable business when the product has no distinct edge over established fast-fashion labels.
- The company was allowed to be struck off rather than being rescued or formally wound up, signalling the owner had decided the brand was not worth continuing.
The lesson
A celebrity name launches a brand but does not keep it alive — a label lives or dies on its cost structure, not the founder's fame, and quietly being struck off is how many celebrity brands end.
Aftermath
The Disora brand and its parent company Indigo Aura were dissolved. No fan-facing closure announcement was made, and the label's products were discontinued. The episode is one more example of a celebrity fashion brand that failed to turn a following into a profitable business.
Sources
- Perrie Edwards quietly shuts down her clothing brand Disora after racking up losses of £265,000 — Daily Mail (Feb 2026)
- Major celeb clothing company suddenly shuts down after £265,000 losses — Daily Express (2025)
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