House of Fraser Unveils Daisy Lowe as the Face of Biba

LONDON, Sept. 15 /PRNewswire/ -- House of Fraser has revealed that the new Biba collection with be available both in stores and online, with Daisy Lowe being the face of the brand.

The British model is famed for gracing the catwalks of Vivienne Westwood and PPQ, and also featured in campaigns for Marc by Marc Jacobs, DKNY and Louis Vuitton. September 2010 sees the much-anticipated re-launch of the globally iconic Biba clothing brand. The collection of women's apparel, accessories and jewellery takes inspiration from the original Biba themes of 1930's Hollywood glamour, synonymous with signature prints, maxi dresses and mannish tailoring.

Executive Brand Director for House of Fraser, Matt Chambers, said: "We chose Daisy Lowe as the face of the Biba campaigns for PR and Advertising because she is effortlessly stylish, unique and eclectic, but most importantly British. She also helps to make this iconic fashion label, with great heritage, relevant to our younger customers."

Executive Director of Womenswear & Accessories for House of Fraser, Stephanie Chen, said: "Daisy Lowe embodies new Biba - she is confident, fashionable and glamorous with a very distinctive look that we feel perfectly complements new Biba. She is also very passionate about the brand having her own archive pieces in her wardrobe and genuinely loves the new collection which was really important to us."

Daisy also commented: "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."

Daisy will appear in both the advertising and PR campaigns showcasing the collection of women's apparel, accessories, and jewellery, both costume and fine. The new Biba collection is a modern and contemporary line which takes inspiration from the original brand and signature archive prints.  

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 and London Westfield.

About House of Fraser

House of Fraser is a department store group with 61 enviable locations across the UK and Ireland and a fully transactional website. As one of the best known names on the high street, House of Fraser has presented customers with an unrivalled nationwide department store for more than 160 years. The company was acquired by the Highland consortium in November 2006 marking the beginning an exciting new chapter in its history. The group has annual sales in excess of pounds Sterling 1.25bn and employs 6,500 House of Fraser staff and 10,000 concession staff through 5 million sq ft of selling space. HouseofFraser.co.uk launched in 2007 and currently boasts over 650 brands and 125,000 individual products including Biba tops and Biba dresses.

SOURCE House of Fraser