Biba relaunches at House of Fraser with Daisy Lowe

by Katie on September 16, 2010

I was rather dubious when I heard Biba was to be relaunched yet again.  As an iconic brand created by the true original, Barbara Hulanicki, it seems to have been relaunched more times than the Sugababes have metamorphasised.  You honestly want to say let the Biba brand alone and just give it up and let it lie forgodssakes. 

So I was pleasantly surprised and rather amazed at the cohesiveness of this new House of Fraser collection.  It may not shine with the magnificence of Hulanicki and her vampish feminine vision but more power to the lead designer and her team at House of Fraser, as they’ve managed to get the balance of  1930’s vintage inspired pieces combined with ’70’s chic luxe. 

Satin, soft velvets, feathers and chiffon are featured with beading and embroidery.  More often, the simpler pieces are the best, namely the scoop back column dress in black velvet (pictured above).  The price points are varied and this collection goes up to £395 so it’s not an easy ‘pick it up and throw away’ seasonal piece.  These are items to be added to your wardrobe and to become focal points. 

The Biba range is presented as a comprehensive collection of womenswear and accessories, routed in decadence and glamour that echoes the era of the 1930s with the flamboyance of the 1970s.  Biba 2010 has evolved into a modern contemporary collection of dresses, tops, denim and evening wear with a renewed sense of sophistication.  

There’s even a collection of stunning statement maxi dresses. Each maxi dress style features a unique print set against dark silk chiffons and Lurex jersey combinations.  The ultimate limited edition piece to complement the collection is a full-length leopard print coat, which takes its inspiration from the original, outlandish Biba style of the 1970s.

Stephanie Chen, Executive Director of Womenswear & Accessories at House of Fraser says,“We wanted the first collection to be distinctive, decadent, flamboyant and unique.  Although it’s not a retro collection, we drew on the heritage of Biba and its archives to ensure that we remained true to the ethos of the brand.  New Biba embraces the mood of the original brand and is made relevant for today’s market to ensure that it is a modern and contemporary collection.”

Daisy Lowe said of her new role as face of the brand, “It was a huge honour to be asked, I’ve been a fan of the brand since I was very young. When I started my modelling career, and when I first started to understand clothes, Biba was one of the first names that cropped up. I’ve always really loved Biba so when I was asked to be part of the campaign I was just ecstatic.”

It’s worth checking out, but would you pay £300 for a newly evolved Biba piece?  Let’s see.

The collection will be exclusive to House of Fraser and available in 35 stores nationwide. There will be 10 Biba boutiques in the following locations: Belfast, Birmingham, Cardiff, Dublin (Dundrum Shopping Centre), Glasgow, Edinburgh (Jenner’s), Manchester, Sheffield (Meadowhall Shopping Centre), London Oxford Street, London Westfield.  All launched on 9th September 2010.

Visit the Biba website at

Let me know what you think about the new Biba collection.  Please leave a comment in the box below.  Thank you.
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{ 1 comment… read it below or add one }

meredith September 16, 2010 at 1:24 pm

I think they should let it pass away with dignity I have to say. I haven’t really liked any of the reinventions


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