Rebranding A Classic - Viyella



Ottoman/Sequin Dress

Viyella, that quintessentially British brand, is on the way up.  There are some brands that are ripe for picking and Viyella is one of them.  Traditionally a middle-aged, safe haven for those that don't want a fuss, but do want quality, Viyella was, keeping with the ripe fruit analogy, about to fall from the tree of fashion. Indeed, it did actually fall; going into administration, then thankfully, it was rescued by another British heavyweight, Austin Reed.
Realising that growth, through change, is the fashion way, the Gods (in this case, the management team at Austin Reed), have decreed that Viyella takes its rightful place among the elders of Britsh fashion.

For the second season running, India Hicks, (she of 'bridesmaid to the Princess of Wales' fame), is their muse. She represents a fresh, sophisticated and intellectual customer. Someone who, perhaps, has not tried Viyella before. Who is this woman likely to be?  Firstly, she's an explorer.  Why else would you choose a brand that's been on the periphery of British fashion for years. She's also savvy, international and a forward thinker.
With 'heritage' a trend; not just because of its craft and handmade connotations, but because backward glancing, past life coverting and nostalgic era desiring is going to grow and grow; a direct consequence of the digital era.  Viyella are wisely tapping into this feeling. 


Wool Mix Car Coat

Still, the safari dresses, urban bohemian prints and smarter, sharper fabrics for next spring and summer, make for a glamorous, intelligent, yet modern collection.

Of course, there is still their faithful customer - one that is not always catered for in this youth centric industry.  Very sensibly, as it turns out, they have not discarded her, but are tempting her with bright tweed suits and colour blocking twin sets.
Reassuringly, the brand still looks to the British countryside for it's inspiration and this keeping to its 'heritage' roots, has served it well for decades. But it is clearly time for change.  This will take time of course. Time to eradicate the dated trouser shapes and the retro jersey prints and replace them with the contemporary shapes and luxury fabrics that today's mature customer demands.
Current season eye catchers are the cream wool car coat, black ottoman shift dress and pretty circle print scarf.  I do hope the brand does well.  It's always nerve racking to see fashion house evolution, but with maxi dresses and polka dot midi dresses to come, it does seem that this stalwart of the fashion industry is ringing the changes and is happily here to stay.    Find them at: http://www.viyella.co.uk/

What's New?

Being 'away' for a while, certainly cleanses the soul. After a bit of a break and a very welcome trip to New York, I am now back in the fashion saddle, as it were. There's lots to report on of course. This seasons latest wear, next seasons trends and pointers and interesting industry news are all up for grabs.
Where does one start?

Firstly, I couldn't resist. It had to be done. I couldn't walk away. We were made for each. We are 'at one' together. Of course, I am talking about Zara's checked cape (left). Naturelment. What else? This genius piece of clothing has been all over London with me. This cape, being one of my favourite pieces this season, was bound to catch my eye. Brilliantly crafted so that it sits tailored on the shoulder, with a simple fastening and deep arm holes, it is made of wool, which gives, despite the 'blowy' nature of a cape, a distinct warmth and protection from the elements. I will be wearing it even when it's totally out of fashion.

Secondly, today's trip to Fashion Press Week at the Saatchi Gallery in London put a smile on my face, no mean feat, considering the jet lag felt this morning... but it is talking to the representatives of the brands that I really enjoy.  For both styling my clients and writing for fashion, it's crucial that you get the chance to speak to the representatives to get an overview of the collections and direction they're going. So, these revelations are up next...