House of Fraser, the premium department store, has launched a new area called Testbed on its website to trial five new niche brands dedicated to women’s fashion.

Very by Vero Moda, Paul & Joe Sister, S e l e c t e d Femme, Almost Famous and Pink Soda are all featured in the new Testbed section of the House of Fraser site. The c o l l e c t i o n features beautiful tops and dresses to complement the premium denim department. This season’s trends highlight pastel shades, feminine looks and delicate fabrics, all of which are visible through the brands within the Testbed area.

Almost Famous is a British brand established in 2002 and based in the heart of London’s Fitzrovia. Its womenswear c o l l e c t i o n takes inspiration f r o m style icons of the past, giving the c o l l e c t i o n a vintage feel. Almost Famous offers unique wearable designs for day to evening and its signature style is eclectic with great attention to detail.

Pink Soda is a sophisticated contemporary brand for the glamorous modern woman. The c o l l e c t i o n is made up of bead embellished dresses, tops and jersey pieces which are designed to flatter. This brand offers basic essentials that can be worn as stand alone pieces or alongside its denim c o l l e c t i o n to create a unique look.

Very by Vero Moda is a premium and directional diffusion range f r o m the Vero Moda family. The trend-led very by vero moda label uses luxurious fabrics such as soft silks, lambswool and leathers with the focus on directional yet accessible fashion. It offers timeless pieces that embody sophistication combined with a nod to catwalk trends. Ultra-feminine tops are paired with clean, sleek tailoring and skinny pants are worn with cool T-shirts.

Launched in 2006, Paul & Joe’s Sister is the chic younger diffusion line of Paul & Joe. Named after creator Sophie Albou’s two sons, this label embodies her own style; quirky and bubbly with retro characteristics, using strong kitsch prints to depict her own love of travel. The range includes beautiful flamboyantly printed tunics and silk shirt dresses, cute embellished tops and luxurious knitwear.

Via EPR Network
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