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Premium brand Mirror Mirror launches for autumn

A new premium womenswear brand called Mirror Mirror has been launched by Yasmin Todd and Melissa Barton, who were Forever Unique’s former head of design and UK and export sales executive respectively.

The debut collection of 30 separates, dresses and outerwear pieces features reversible clothing with detachable detailing. It targets professional women in their early 20s to mid-30s who prefer investment buys to throwaway fashion, along the lines of brands such as Self Portrait, Three Floor and AQ AQ.

Wholesale prices range from £26 for a crop top to £100 for a coat, while the average dress is £80.

Mirror Mirror’s debut collection for autumn 15 is available for wholesale orders from now until the end of March, with delivery from the end of June onwards.

For its first season, Todd and Barton will approach potential stockists directly, although Barton said they may attend some tradeshows in the US. “US distributors have already shown an interest and we’re happy to take a non-traditional approach, going for the US first if that’s the way it pans out,” she explained.

They have not confirmed any stockists yet, but Barton said Mirror Mirror has received a lot of interest and they have meetings planned early this year. They are looking to work with retailers such as Selfridges, Harvey Nichols or House of Fraser, as well as Asos.com and independents.

Barton said: “Independents are important to us - we support small businesses – and we’d love to have some key stockists in the North West where we’re from and across the UK and Ireland.”

They plan to sell the brand through its own website “a bit further into its journey”, possibly for spring 16. Barton added: “We’re open to the option of a concession space with the right partner.”

Todd was previously head of design for Rare Fashion (formerly Fashion Finder) from September 2008 to April 2013 and held the same role at Forever Unique from May to August 2013. Barton was international wholesale account manager at Rare Fashion from November 2009 to April 2013 and UK and export sales executive at Forever Unique from April to September 2013.

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