HOUSE OF Fraser yesterday launched its revival of Biba, the famous fashion label which defined London in 1960s and 1970s and satisfied hunger at the time for cheap, stylish clothing.
Attempts to revive it in recent years have been unsuccessful, even with designers like Bella Freud. But House of Fraser is confident it can update it for a new generation following other resuscitated UK heritage brands like Burberry and Jaeger.
“It is the biggest fashion launch in House of Fraser history,” said chief executive John King. The brand with associated accessories will go on sale in House of Fraser Dundrum on Thursday and in over 30 stores in the UK initially.
Its new incarnation was unveiled in Dublin in a simple but effective presentation styled by Aisling Farinella, along with a selection from the store’s home brands such as Therapy and Linea, with new additions Mint Velvet and Label Lab. A floor-length faux fur coat, a marabou feather jacket and a velvet maxi dress with buttoned cuffs evoked earlier versions, but this was a new, modern collection that only drew lightly from the past. Though rudimentary items like denims, T-shirts and a military-style overcoat are part of the 130-piece collection, the emphasis was more on evening than on daywear with decorative black glitter mini dresses, long printed maxis and fringed devore jackets.
However, whatever the strong points of this fresh take on the brand, the range projected none of the brio or impact of the original.