About Us

Not Magic is a studio and a shop and a concept.

We’re here for people who deeply appreciate simplicity, beauty, and authenticity.

We’re here to elevate your life through sustainable fashion and independent design.

In the words of renowned designer Charles Eames,

“Art Resides in the quality of doing, process is not magic”



The Not Magic brand is a one-person project owned by Danielle Leigh. DL is a multi-disciplinary artist/designer/maker/curator/dreamer/creative person etc.

Our mission is to bring beauty into the world and to help more people experience the joy of shopping mindfully.

The Not magic style is playful, yet timeless. Bold, yet minimal. Luxurious, yet accessible.

We look at fashion with an emphasis on personal style, and pure excitement.

To see what's inspiring Not Magic lately, find us on Instagram and Pinterest