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Brandwatch: Cécile

This fresh UK brand takes women’s basics and gives them a bold new lease of life, says Graeme Moran.

THE BASICS

Wholesale prices £24 to £67

Website www.cecilethebrand.com

Contact 020 7729 9620

As a new brand, how do you get noticed in an already crowded market? Persuading model of the moment Cara Delevingne to don your collection at Paris Fashion Week and post pictures of it all over the internet certainly helps, but you need the goods to back up the hype. Luckily, new British brand Cécile does.

The story, or more precisely, lack of story behind the brand only adds to the intrigue, with the four industry experts that make up Cécile’s design team preferring to remain anonymous. “We’d just like the focus to remain on the brand and the clothes rather than who’s behind it,” explains one of the team.

“Right now we’re feeling vibrant prints and statement slogans,” says the spokesperson. “While our [T-shirts] are a key element, our autumn 13 collection also features bomber jackets, sweatshirts and T-shirt dresses. We’re definitely looking to expand on prints and styles as the brand progresses.”

And buyers have loved its dress-it-up or dress-it-down basics, all given an on-trend spin. The brand has already been snapped up by the likes of Liberty, Selfridges, Harvey Nichols and indies Matches, Coggles and Start.

“It has a modern edginess that is really accessible. The designs are bold and fresh, the fit is flattering and the price is excellent,” says Lizzie Walker, womenswear buyer at Start.

“It’s creative, very on trend and really easy to wear and covers a relatively wide target market,” agrees Coggles womenswear buyer Laura Gilbert. “Mostly though, the really strong, fashion-forward pieces are at exactly the right price point, which means they are accessible to the girl that really wants to wear them.” And we’re sure there will be plenty of those when Cécile’s autumn range hits stores in August.

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