A designer who has dressed the likes of Madonna, Sienna Miller and Helena Bonham Carter has created a womenswear brand to take on competitors such as By Malene Birger and High.
Creative director Gail Berry is one of three industry veterans behind the new brand, Rococo Divine.
Mike Stephens, former owner of Sugar – a supplier to Topshop, H&M and River Island – will be responsible for production. Womenswear agent Peter Robbins, who used to represent
occasionwear brand Paule Vasseur in the UK, will oversee sales for Rococo Divine, which is being backed by a group of private investors.
The 90-piece autumn 13 collection will be available from the beginning of February on a forward-order basis for July deliveries, with a selection also available on a short-order basis for delivery in April.
The collection primarily comprises dresses in a jersey fabric, as well as skirts, tops and jackets.
Robbins said: “This isn’t designed to be an occasionwear collection; it is an everyday womenswear collection at a very competitive price point.”
Robbins is targeting premium department stores such as Selfridges and Harvey Nichols, mini-chains Cruise and Flannels, plus selected indies.
Wholesale prices for the brand, which will be sold from a showroom on Eastcastle Street, London, range from £20 for a top to £120 for a jacket.