Karli Edmondson
Posted: Thursday, July 15, 2010 11:02 am

House of Fraser is set to relaunch the Biba brand on September 8th 2010 in 31 stores across the UK.

Biba was originally launched in 1964 by Barbara Hulanicki and her husband Stephen Fitz-Simon as a mail order company aimed at the young and fashionable. Biba was revolutionary for the fashion industry and paved the way for modern fashion retailers such as Topshop.

Hulanicki has not been involved with the relaunch of the brand, but the previewed designs are strongly reminiscent of the original Biba look, with pieces such as satin maxi dresses and floor sweeping coats in deep colours.

The relaunch of the brand will also see a dedicated website, mybiba.com, which is set to go live in September.

The new brand has been described as "aspirational but accessible" by Director of Womenswear and Accessories Stephanie Chen, with prices ranging from £75 to £390.

House of Fraser have secured Daisy Lowe as the face of Biba for the first season.