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Olivia Rubin goes upmarket with womenswear relaunch

Womenswear designer Olivia Rubin is relaunching her eponymous label in September with a premium Made in Britain collection.  

The 20-piece range is half the size of Rubin’s last collection, for autumn 13, and will feature hand-beaded, silk-lined dresses and evening jackets.

Rubin, daughter of Dune executive chairman Daniel Rubin, told Drapers she is concentrating on a small range of embellished pieces, featuring her signature printed fabrics. All printing and manufacturing will take place in a studio in Maida Vale, London.

The designer’s previous collection, which was stocked in 50 boutiques as well as on Asos, Very and My-Wardrobe.com, was made in China.

She said: “I previously had much larger orders but I’ve scaled the business right back and I want to cater to private clients, a handful of select boutiques and one of the big online retailers. It’s a much more specialist line this time around and I think it will really appeal to my target market.”

Rubin, who is returning from maternity leave, decided to change the line in order to have more control over the business.

“I’ve just had a baby so I need to be able to juggle my home and work life. I want to be able to control and manage my collection, so that’s why I’m producing in the UK. The attention to detail is second to none,” she added.

Retail prices for the dresses will be £300 to £400. The silk dresses in her previous lines were £150 to £200.

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