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Vero Moda in directional push with Very launch

Danish contemporary womenswear brand Vero Moda has launched a directional diffusion range for spring 10 called Very by Vero Moda.

Like the Vero Moda mainline, the new range consists of eight collections a year but is created by a separate design team. It sits at a slightly higher price point than the mainline and uses more luxury fabrics such as soft silks, lambswool and leathers.

Very is pitched as a more price-conscious alternative to premium trend-led labels such as French Connection. Each of the eight collections will comprise between 35 and 40 pieces, and key styles for spring include an apple green 100% silk draped dress and a Balmain-inspired leather jacket.

The label will launch into 50 House of Fraser stores for spring 10, where sister brand Vero Moda is already stocked, as well as etailer Asos and a number of independent boutiques.

Rhona Colquhoun, UK sales agent for Very and Vero Moda, said: “Very is all about directional fast fashion. While Vero Moda follows the trends, Very aims to set them. It offers timeless pieces that embody sophistication combined with an attention to catwalk trends.”

The brand’s spring 10 range finishes selling this week, and the high summer 10 range will start selling on November 1. Prices for the spring 10 collection range from £17 for a silk pin-tuck-front top to £53.50 for a green suede biker jacket, all with a three-times mark-up. For more information, call 01763 846 072. Separately, Vero Moda’s owner, Danish brand house Bestseller, is to expand the presence of its Selected Homme range in the UK for autumn 10.

The menswear brand, which has been selling directly from Denmark, has appointed Angela Blundell, ex-sales manager at young fashion brand Fullcircle, as UK sales manager, with the task of growing its wholesale business. Selected Homme’s range is split into four categories: Trend, Formal, Jeans and Casual. Prices range from £8 to £70. To find out more, call 01763 846094.

Readers' comments (1)

  • Very will showcase their collection on an entire scene on the Pure London catwalk in February - www.purewomenswear.co.uk

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