House of Fraser has announced the launch of the new Dickins & Jones fashion label debut collection for autumn/winter 10, which is being made available exclusively online.
A quirky but quintessentially British brand, the Dickins & Jones name was inspired by the much-loved Dickins & Jones department store. The flagship store which was based on London’s Regent Street was bought by House of Fraser in 1959 and closed its doors in 2006.
Dickins & Jones has launched its new autumn/winter 2010 collection through the House of Fraser website. The debut collection comprises colourful clothing which offers a relaxed approach to dressing. Customers can shop online and purchase bright colours and contemporary printed clothing that is integral to the range. Simple shapes and feminine detailing is at the heart of the Dickins & Jones Clothing designs. Texture is a key feature of the autumn 10 collection with attention to detail seen in the form of vintage-style buttons and intricate ribbon trims.
Familiar and reassuring, the Dickins & Jones label aims to appeal to the discerning female who has her own sense of style. Looking good is important to the Dickins & Jones woman but she’s not a slave to fashion trends. With the emphasis on quality and comfort the collection exudes quiet confidence. The clothing range enables busy women to effortlessly build the perfect outfit for almost any occasion – from a dinner party, to lunch with the ladies or even an ‘oh so elegant’ supermarket dash.