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House of Fraser own-brand womenswear

Spring 10

Looks

A couple of new launches pep up the own-brand offering at House of Fraser. A Gossip Girl-inspired rock chick look, via new sub-brand Label Lab, is packed with heavily sequined cotton crop tops (£45), gold and bronze bead-encrusted vests and slouchy checked shirting.

Sitting at a slightly higher price point than young fashion sister range Therapy, Label Lab is the moody teenager to Therapy’s chirpier young shopper, which conversely channels a more girlish aesthetic, such as red heart-print shorts, polka-dot dresses (£20) and loads of frill details.

Running the gauntlet for the contemporary womenswear arena is the first clothing capsule range from footwear brand Pied a Terre, which House of Fraser has bought the exclusive licence for. This is actually one of the strongest of its brands for next season, with multicoloured swirled silk tunics retailing at just £40.

Key pieces

  • Pied a Terre swirled silk dress
  • Therapy blue and black heart-print frill-edged shorts
  • Therapy drape-fronted bronze dress with chainmail neckline
  • Therapy cropped Rodeo slogan T-shirt

Right for the market?

A youthful collection, which attempts to tread on the toes of Debenhams’ Red Herring range, not only via Therapy but also through new brand Label Lab.

Aside from the fresh colours of the new Pied a Terre line, the contemporary collections have less impact than the younger ones, as Linea focuses on middle-of-the road smart pieces with subtle detail, such as a lightweight floral knit with sequined shoulders (£65) and a red military-style shift (£70), while House of Fraser’s premium Episode range offers standard workwear such as structured shift dresses with fold details.

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