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Former Day Birger head of design launches own label

The former head of design at Day Birger et Mikkelsen, Michala Wiesneck, is launching her own brand for autumn 12.

M Wiesneck, a premium womenswear brand aimed at the 25-plus age group, is Wiesneck’s first collection since leaving the Danish contemporary womenswear brand in 2010 after a seven-year tenure.

In the UK, the brand will be sold via agency Winnie and Ed’s, which has a showroom on Michael Road in Fulham. It is being headed up by Jeni Elliff – the UK managing director at Day Birger et Mikkelsen until October 2008. The brand will also be sold in Norway, Denmark and Sweden.

For its first season, M Wiesneck will be sold through invitation-only appointments at the showroom.

According to Elliff, the brand plans to target upmarket retailers such as department store Harvey Nichols and etailer My Wardrobe, as well as womenswear indies including Bernard Boutique in Esher, Surrey, and Feather and Stitch in Richmond-upon-Thames and Chelsea.

Elliff said: “We want to keep distribution fairly select for the first season and grow the brand organically. I think we will aim for between 20 and 25 stockists for this season and then build up gradually from that.”

The autumn 12 collection, described by Wiesneck as “future core classics with a poetic twist”, will comprise 50 pieces, including some scarves, but will double to 100 pieces for spring 13.

Wholesale prices will range from £20 for a basic T-shirt to £300 for a leather item.

Day Birger et Mikkelsen launched a sub-brand, 2nd Day, aimed at a slightly younger market than its mainline for autumn 11 at Pure London last February.

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