House of Fraser launches exclusive label Bastyan

House of Fraser has exclusively launched the new spring/summer 2010 collection from Bastyan.

The addition of the new collection from Bastyan follows the recent introduction of the exclusive Label Lab brand and Karen Millen's 2010 spring/summer collection and forms part of the group's wider strategy to expand the stores range of top brands under one roof.

Bastyan, a debut collection for Spring/Summer 2010, takes its name from its founder and designer, Tonia Bastyan. Tonia, a seasoned fashion designer, who rose to prominence in the 1990's as one half of the Press & Bastyan brand, has been forging a niche for herself as an independent designer. Over the last few years she has spent time working on her own name label which has struck a chord with an elite and loyal band of customers.

The overall vision of the Bastyan label is to present its customers with a well edited offering of urbane fashion solutions that are original, excellently produced and competitively priced.

With a muted colour palette where subtle grey's and 'Bastyan Blue' dominate, one of the better ideas by Tonia is her take on the idea of draping. This adds a soft feeling and lightness of touch to key pieces, acting as a great contrast to the sharper, slightly masculine-imbued tailoring, that includes a light grey, one buttoned single breasted blazer with black leather lapels. Tonia also adds in details to this part of the collection such as mesh-backed sleeves on a classic looking black blazer.

Dresses play a large part in the collection as evidenced in pieces such as the cowl neck dress studded at the neck and hem, or the de chine low neck dress with chain mail cuffs.

These areas are coupled with an extensive collection of denim, tunic dresses, separates, leather and accessories, which combine to create a confident debut from Bastyan clothing of new and bold modern classics.

The addition of the new Bastyan label to House of Fraser's existing range of exclusive collections demonstrates the group's commitment to continually expanding customer choice and making available the most exciting designer brands at affordable prices.

ENDS

Notes to Editors:

About House of Fraser:
House of Fraser is a department store group with 61 enviable locations across the UK and Ireland and a fully transactional website. As one of the best known names on the high street, House of Fraser has presented customers with an unrivalled nationwide department store for more than 160 years. The company was acquired by the Highland consortium in November 2006 marking the beginning an exciting new chapter in its history. The group has annual sales in excess of £1.25bn and employs 6,500 House of Fraser staff and 10,000 concession staff through 5 million sq ft of selling space. House of Fraser also stocks other women's clothing by big brands.

House of Fraser media contact:
Rea Shahroudi
Online Acquisitions Manager
House of Fraser
27 Baker Street
London
W1U 8AH
020 7003 4102
www.houseoffraser.co.uk