Iconic fashion brand Biba relaunches with a bang, with the model every girl wants to be: Daisy Lowe.
Fronting the ad campaign, the gorgeous model is seen posing in array of lust-worthy Biba pieces from the new collection. Rocking that leopard print coat, Daisy looks divine.
Stephanie Chen, House of Fraser’s executive director of womenswear and accessories said:
Biba is aspirational but accessible and driven by attitude, not by age.
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 brand’s ethos. New Biba embraces the mood of the original brand and is made relevant for today’s market.
The choice of Daisy Lowe, 21, as its new face is also intended to attract new customers, besides those who originally bought it back in the Sixties.
‘Daisy embodies new Biba – she is confident, fashionable and glamorous with a very distinctive look that we feel perfectly complements it,’ said Miss Chen.
‘She is also very passionate about the brand as she has archive pieces in her own wardrobe and genuinely loves the new collection which was really important to us.
The brand will be exclusively stocked at House of Fraser and will hit stores from September 9.
Biba started life as a mail order company created by husband and wife duo Barbara Hulanicki and Stephen Fritz-Simon.
In 1964 Biba tasted its first success in the form of a gingham dress complete with headscarf which was featured in the Daily Mirror, thanks to the feature, more than 17,000 dresses were sold.
Biba opened its first store in 1964 on Abingdon Road, Kensington.
A legion of fans and a celebrity following quickly formed thanks to Biba’s individual and fresh approach to fashion and the logo soon became synonymous with the coolest fashionistas.
After a couple more shop moves, Biba headed for bigger and brighter things in the form of Big Biba.
Biba moved to Derry & Toms seven floor department store in 1974 and became a Mecca for all things fashionable, from flamingos in the garden to Biba branded baked beans and dog food. It was the place to be and the place to be seen.
Barbara Hulanicki eventually had to sell a majority share of Biba due to financial difficulties, then after disagreements with the new board, Barbara left.
Shortly afterwards, in 1975 Biba closed its doors.
In 2009 it was announced that Biba would return to take centre catwalk once again.
In 2010 Biba relaunched to great fashionable acclaim. Exclusive to House of Fraser, the Biba brand has been reworked to keep it true to its roots but right for a modern audience.
Capturing the essence and ethos of original Biba, Biba has been recreated to be a glamorous, sensual, exciting brand for the 21st century woman.