Buy 2 items, get an extra 10% off
Buy 3 items, get an extra 15% off
Buy 4 items, get an extra 20% off
AVA | FLORAL MIDI DRESS

AVA | FLORAL MIDI DRESS

£60.00 £32.00 SAVE 47%
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Secure payment Black Month price — ends November 30
30-Day Money-Back Guarantee
Free Delivery with Royal Mail
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Black Month · Sizes are moving quickly at these prices. If you can still click "Add to cart", it is still available.

Comfortable Elegance for Everyday Life

The Ava Floral Midi Dress makes everyday dressing feel simple and confidence-boosting. With a relaxed, graceful silhouette and timeless floral charm, it offers comfortable coverage and easy movement throughout the day. Perfect for casual outings, gatherings, or relaxed evenings, this dress delivers effortless style you can feel good wearing.

  • Comfortable, easy fit: Drapes smoothly without clinging or feeling restrictive.
  • Flattering silhouette: Creates a balanced, polished look from every angle.
  • Timeless floral design: Elegant blooms that feel classic, not trendy.
  • Easy all-day wear: Comfortable for long hours without feeling heavy.
  • Versatile style: Simple to dress up or keep casual for everyday occasions.


We deliver throughout the United Kingdom, reliable carriers.

  • Free shipping – on every order, no minimum spend.
  • Processing – orders leave us within 1–3 business days.
  • Delivery  – 5–12 working days after dispatch.
  • Tracking – a tracking link lands in your inbox as soon as the parcel moves.

    Ordering during Black Month leaves comfortable room before the holidays.

Changed your mind? Send it back within 30 days of delivery, unworn, unwashed and in its original packaging.

Black Month items are included. A sale price does not cost you the right to return.

Email support@ruthlondon.com with your order number first and we will send you the return form. Return shipping is paid by the customer.

We’re here to help throughout Black Month, usually replying within 24 hours.

Monday – Friday: 9:00 AM – 5:00 PM (UK time)
Saturday – Sunday: 10:00 AM – 5:00 PM (UK time)

Whether you need sizing advice or help with an order, email us at support@ruthlondon.com.

Over 20,000 satisfied customers

4.9/5 based on 2,682+ reviews
Charlotte W.

Absolutely beautiful and so well made. I love the little details!

Charlotte W.

Verified Purchase
Emily T.

The quality is even better than I expected. Such a lovely coat.

Emily T.

Verified Purchase
Sophie W.

Such a gorgeous blouse! It looks even better in person.

Sophie W.

Verified Purchase
Amanda L.

Beautiful craftsmanship and perfect for everyday wear.

Amanda L.

Verified Purchase
Hannah D.

The jumper is gorgeous and very well made. Highly recommend!

Hannah D.

Verified Purchase
Lucy B.

A gorgeous outfit that goes with everything.

Lucy B.

Verified Purchase
Amelia C.

So happy with my purchase. It feels very special and looks even better in person.

Amelia C.

Verified Purchase

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Black Month at Ruth London

Once a year we take the whole collection down in price, and this is it. Coats, knitwear, cardigans and Mary Janes are all reduced until November 30.

And the more you take home, the further it goes:

Buy 2 items → Extra 10% off

Buy 3 items → Extra 15% off

Buy 4 items → Extra 20% off

Buy 5+ items → Extra 25% off

The extra discount comes off automatically at checkout, on top of the Black Month price. There is no code to remember.

Sizes tend to sell out before the month is over. If a piece still shows as available, it is still yours to take.

— The Ruth London Team

BLACK MONTH: FREQUENTLY ASKED QUESTIONS

Black Month pricing runs until 30 November. The biggest discounts are available on Black Friday, 27 November, and continue through Cyber Monday, 30 November.

From 1 December, the collection returns to its regular prices.

Yes. The Black Month price is already shown on each product, and the extra discount is applied at checkout:

  • 2 items: extra 10% off
  • 3 items: extra 15% off
  • 4 items: extra 20% off
  • 5+ items: extra 25% off

No code is needed. The discount is applied automatically once the items are in your basket.

If you order during Black Month, there's still time. We dispatch orders within 1–3 working days, and delivery across the UK takes 5–12 working days after dispatch.

Ordering in November is the safest option to receive your items before the holidays.

Yes. Black Month items follow the same 30-day returns policy as everything else, provided they are unworn, unwashed and in their original packaging.

Email support@ruthlondon.com with your order number before returning anything, and we'll send you the returns form. Return postage is paid by the customer.

Yes. Once your order has been dispatched, you'll receive an email with your tracking number and a link to follow your parcel.

You can also track your order on our Track Your Order page using your order number and email address.

FREE SHIPPING

We deliver throughout the United Kingdom with Royal Mail, quickly and securely. Free delivery on all orders.

SECURE PAYMENTS

Pay for your order securely with a variety of payment methods.

30-DAY RETURNS

Not completely satisfied? No problem — you can request a return within 30 days.