Designer Giles Deacon is already planning the next stage of his collaboration with New Look, after his Gold by Giles range was quickly snapped up by shoppers following its debut on Tuesday.
Deacon told Drapers that he was working on a summer range known internally as DC10, inspired by the Ibiza club of the same name.
A beachwear range and a collection of dresses and tops in tropical floral prints will feature in the next phase, alongside stonewash denim and a luggage offer.
Deacon said his transition from the catwalk to the mass market had been smooth. "It has gone well, it was the right time to do it and we have produced something that looks good and is commercial," he said. "We will analyse sales in the coming days and tailor the next range accordingly. That's the thing I like about the fact it's a two-year partnership. It gives me time to develop a brand."
Deacon picked his favourites in the 34-piece range, talking up the signature polka-dot prints, denim and accessories worn by actress Drew Barrymore, who is the face of the collection.
He added: "I believe in the democratisation of fashion and there is no reason you can't make well-designed clothing at affordable prices. Aesthetic awareness has developed in the UK in recent years and shoppers are more knowledgeable about the quality of their clothes and the way they look."