British designer Scott Henshall will move into menswear for the first time with the launch of a casual luxury brand for women and men in autumn 07.
The 200-piece Core label, which includes knitwear, denim, outerwear and basics, will focus on metal embroidery and gold-plated studs for its first season.
It will be the second venture for the former Mulberry creative director since he appeared on ITV show I'm A Celebrity, Get Me Out Of Here! last year. Henshall launched a capsule collection with Freemans for spring 07.
UK distributor Motiv will target high-end department stores and independents such as Harvey Nichols and Scottish mini-chain Cruise. It hopes to secure 25 wholesale accounts for autumn. Prices range from £18 for T-shirts to £700 for leather jackets.
Motiv wants the brand to hang against Just Cavalli, Galliano and Dolce & Gabbana. It has been worn by stars including actor Bruce Willis and singer Beverley Knight, who have been photographed wearing the collection.
To support the launch, Core has collaborated with Denise Rich, owner of the G&P foundation for cancer research in the US, to produce a coffee table book of celebrities such as Justin Timberlake wearing the collection. Proceeds from the Big Red Book will go to the charity.