I love when boutiques start their own labels. Why not I say, you already have good taste, have a buyer and know how to spot hipster wear. What makes the story even better is when you have a mother and daughter team with style and who want to bring hard to find pieces to its cult following in an intimate setting. Voila the chic off the beaten track London boutique Oxygen launches related label, just in time for #LFW. If you have a fashion emergency beat the crowds on the high street and head over to Oxygen.
Helen and Joanna Nicola have what it takes and now they have related their new contemporary brand offering stylish and wearable clothing for women. Combining femininity with functionality and classic shapes with a hint of playfulness, the collection includes artfully inspired ready-to-wear day and evening pieces that meet the needs of today’s fashion-savvy woman. These ladies are super cool too, and treat you like family when you enter their boutique; it’s worth the visit when in London. They were one of the first to allow us to shoot style sessions when they first opened and here is our blessing and thank you too.
The capsule collection will be launched exclusively at Oxygen Boutique for SS13 and for Aw13/14 the collection will be sold through Lucy Wernick agency to other stores. Inspiration for the SS/13 Collection: Space/60’s Focus is taken from 60’s inspired trends.
“Three and a half years after we opened the store we decided we wanted to launch our own brand. We know what our customer wants and loves so it gives us a stepping-stone for the launch. It made sense to start up our own brand as we have in house manufacturing facilities so we are well geared up to produce the collection. “