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Ex-Asos buyers launch new womenswear brand

Two former Asos buyers have launched a new contemporary womenswear brand called Rixo London.

Orlagh McCloskey and Henrietta Rix, who both left the womenswear buying department of the etailer in February, will launch a transactional website for the 28-piece collection at the end of August.

The range for autumn 15 range features embodied tops, printed midi dresses and silk maxi dresses. McCloskey told Drapers the collection is a “premium take on boho”.

“The brand is for everyday wear but we wanted to make that casual, LA boho look a bit smarter and easier to wear in the UK. It’s more contemporary and the pieces can be worn to work or out for a drink,” she explained.

“We really had our buying hats on when we were designing as we had to make sure it was commercial rather than just pretty pieces we liked.”

The brand has signed up a handful of wholesale accounts including London’s Wolf & Badger and Parisian independent Gang of Earlybirds for an August drop. McCloskey and Rix, who collectively worked at Asos for three years, are also in talks with Net-a-Porter, Matches and Urban Outfitters.

Wholesale prices start at £39 for tops and range up to £143 for maxi dresses.

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