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SERENA™ - ELEGANT FLORAL MAXI DRESS
SERENA™ - ELEGANT FLORAL MAXI DRESS
SERENA™ - ELEGANT FLORAL MAXI DRESS
SERENA™ - ELEGANT FLORAL MAXI DRESS
★★★★★

4.7/5 | Based on 1100+ Reviews

SERENA™ - ELEGANT FLORAL MAXI DRESS

£119.95

£69.95

Save 41%

Low in stock, only a few left

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Ships: 1 August
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Quick note from me: At 71, I never imagined our anniversary sale would be this busy. Thank you so much for your support. Our pieces are already running low, so if this one feels like yours, I wouldn’t wait too long. Elaine x

The dress you put on for a special evening and never want to take off.

There are dresses for ordinary days and dresses for the moments that deserve more. The Serena™ Elegant Floral Maxi Dress belongs entirely to the second kind. The halter neckline lifts and frames with a quiet elegance, the gathered detail adds a softness at the shoulders that feels romantic without trying, and the defined waist holds everything in place while the long flowing skirt moves with a grace that makes every step feel considered. The delicate floral print in pink and sage does what only the most beautiful prints do — it makes the dress look like it was chosen specifically for you.

  • Frames Beautifully — A halter neckline with gathered detail that lifts the shoulders and frames the neckline with a quiet, sculpted elegance that feels romantic without overdoing it.
  • Holds and Flows — A defined waist that flatters the silhouette and anchors the dress while the long flowing skirt moves freely and gracefully with every step.
  • A Print Worth Wearing — Delicate florals in soft pink and sage that feel refined and considered rather than loud — the kind of print that earns the compliment before anyone can quite explain why.
  • Made for the Moments — Garden parties, summer weddings, resort dinners, warm evenings where you want to arrive feeling quietly, effortlessly beautiful — the Serena was made for all of them.

At Madeleine & Ivy, we believe every woman deserves a dress that makes her feel like the occasion was made for her. The Serena was designed to be exactly that dress.

At Elaine Hart London, customer satisfaction comes first. That's why we keep you updated on your order and always offer free shipping. We use the reliable delivery services of Royal Mail.

Doesn't fit? No problem. You have 30 days to exchange or return it, hassle-free. We want you to love what you ordered.

At Elaine Hart London your peace of mind comes first. That's why we offer 100% secure payments by credit card. Buy with total confidence.

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See What Our Customers Are Saying

Arrived quicker than I expected and I’m really happy with it. I wore it out a few days later and already had someone compliment me on it, which I wasn’t expecting! The colours are even nicer in person and it’s lovely to wear. x

— Margaret W., Bristol

I'll be honest, I almost never buy clothes online. I'm always nervous they'll turn up too small, or feel cheap and disappointing once they arrive. So I wasn't expecting much. But this was actually perfect. It fit beautifully and the quality was genuinely lovely, far better than I thought it would be. A really nice surprise, and it's made me a lot less nervous about ordering again.

— Linda M., Manchester

Really helpful when I emailed to change the colour I'd ordered, sorted it straight away with no fuss. Lovely dress too, so glad I went for it.

Donna W., London

So comfy from day one, no rubbing or blisters at all which is rare for me. Go with everything too, I've basically lived in them. Really pleased.

— Mary P., Leeds

Great quality and fast delivery. The Birthday Sale made it even better!

— Patricia R., Bristol

Bought some heels, comfortable and elegant. I wore them all day at a wedding without any pain.

— Deborah L., Nottingham

Came quickly and really nicely packaged too. The dress is so comfortable and looks lovely on, exactly what I was hoping for. Couldn't be happier with it.

— Susan T., Sheffield

Celebrating 5 Years Of Comfort And Style

5 Years Ago, One Woman and a Simple Belief

There's a moment nearly every woman knows. You stand in front of a mirror, in a wardrobe full of clothes, and still feel like none of it is really you.

I knew that feeling too. Tired of fashion made for someone younger, someone else, I decided to build something different, a place where women like me could feel like themselves again. That was 5 years ago. My daughter Charlotte joined soon after, not because I asked her to, but because she believed in it too.

5 Years Later

I still can't quite believe it's been five years. I didn't have investors, or a plan, really. I had a handful of women who took a chance on a small shop with a simple idea, and somehow, you stayed. You came back season after season. You told your friends about us. Some of you wrote to tell me a dress made you feel like yourself again, and I've kept every one of those messages.

I am genuinely, deeply grateful to you. This shop only exists because you believed in it before we'd proven anything at all, and I don't think I will ever fully find the words to thank you properly for that.

So, to Celebrate, We're Running Our Biggest Anniversary Sale Yet

It's not much, next to everything you've given us, but it's our way of saying thank you. Come by, join the celebration, and enjoy exclusive anniversary savings before they're gone.

With so much love,

Elaine & Charlotte

Elaine Hart London 🤍

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