Wu-ing customers: new brands join top names at BT
BROWN THOMAS yesterday previewed some of its upcoming winter fashion collections promising customers “the most gorgeous pieces” to lure hesitant spenders.
“The R word is banned,” said Stephen Sealy, group buying director. “We are not talking about it. Sure, people will buy a little bit less, but our job is to tempt people to buy wonderful things, to buy newness.”
Part of its strategy is introducing new, smaller labels to join the more predictable repertoire of international brands such as Prada, Gucci and Balmain, the latter the most successful for the store this season – like the young Chinese-American designer Jason Wu, whose romantic inaugural gown worn by Michelle Obama wowed the nation and propelled him from obscurity into the international limelight.
The lovely pieces chosen by Brown Thomas include the silk Alice in Wonderland print dress and a slim fitting grey dress with embellished shoulderline.
The shop will also be one of only 15 stores worldwide to stock the Victoria Beckham brand, now in its second season.
The third label from Hollywood stylist and former model L’Wren Scott features a demure but sexy “headmistress” dress and a stunning floor-length green number tailor-made for the red carpet, all narrow in line and bearing her signature industrial red rear zips with red gap stitching.
Hot new names have also been introduced to accessories such as jewellery and shoes.