Debenhams launches Principles Weekend by Ben de Lisi
Today saw retailer Debenhams announce the launch of a new collection by designer Ben de Lisi, called Principles Weekend. The collection is a casualwear addition to de Lisi's Principles line for Debenhams.
The collection, which consists of 75 pieces, launches in stores and online today and is fronted by model Sophie Dahl. Ben de Lisi says; "I'm thrilled to be further building on the Principles by Ben de Lisi brand with a fresh and exciting casual collection. The range is for a modern, stylish woman who has an eye for quality, cut and detail."
"Sophie Dahl embodies everything that the collection represents – a beautiful, modern, sophisticated working Mum who always looks fantastic."
Debenhams brought back the Principles brand, which had entered administration, in February 2010 and the brand has been a successful addition to the company, taking in £26m in its first year. Principles saw a 20% increase in sales over the last year.
Images of Sophie Dahl wearing the pieces will be showcased in all stores that carry the line. Sophie Dahl says; "The collection is all about ease - for the shoot we really mixed and matched it, in a way that felt true to the way I dress."
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