House of Fraser to launch two new brands for autumn

By

Cajsa Lykke Carlson

Published
Jul 28, 2016

House of Fraser, the UK department store retailer, is focusing on growing its own brands this autumn - as previously reported on FashionMag, it's launching a Label Lab Limited Edition collection this September.

Now HoF has revealed that it's also introducing another two new brands for autumn: Linea Limited and Maison de Nimes. Linea Limited is a twelve-piece collection that focuses on luxurious fabrics and a clean, modern silhouette. It is meant to compliment the Autumn Winter Linea mainline collection, and comes in a muted colour palette. Linea Limited will retail at £39-£249.

Maison de Nimes is more of a lifestyle brand, and was inspired by Southern Californian dressing and the casual lifestyle of coast-to-coast living. House of Fraser says authentic denim with a nod to boho femininity is at the heart of the new collection. It will retail from £15-£299.

Jakki Pay, Director of Womenswear Fashion Design and Accessories, says: “Maison de Nimes was created to cater to our love of authentic denim, inspired by the relaxed lifestyle of the Californian coast; that casual yet stylish vibe is at the heart of everything we design. Each piece that’s created works back with denim to create a truly off duty wardrobe. The colour palette is always anchored to indigo & the prints are inspired by traditional Shibori dying techniques”.

Both collections launch this September.