New Ghost story to start with return to femininity

Suleyman wants Ghost to be an aspirational label again

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Ghost's new owner Touker Suleyman is planning a revamp of the luxury womenswear label to return it to its feminine roots, after rescuing the label from administration last week.

Suleyman, who had a licence to produce a Ghost diffusion range for high street retailer Marks & Spencer 10 years ago, and who also owns men's shirt retailer Hawes & Curtis and high street supplier Low Profile, told Drapers: "Come March there will be a full relaunch of Ghost. I have cancelled the ranges and am looking to do a complete redesign based on its heritage as a luxury, aspirational brand. I will be using my own production facilities to turn the range around quickly."

Suleyman said he was talking to Ghost founder Tanya Sarne about producing a capsule collection. Sarne sold Ghost to retail entrepreneur Kevin Stanford and investment fund Kcaj in 2005 and left the business the following the year.

"I have a lot of respect for Tanya, she is a very creative person," said Suleyman. "We need to bring some of that creativity back to the brand.

"Ghost is a traditional English brand, which has been turned into a high street brand, and it didn't work. It lost its identity and direction.

"I want to bring the collection back to its feminine heritage. It will be more luxury, with higher price points," Suleyman added.

Ghost has 33 stores and several concessions in the UK.