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Very.co.uk misses the boat with Olivia Rubin capsule collection…?

Very.co.uk misses the boat with Olivia Rubin capsule collection…?

Olivia Rubin for Very

Olivia Rubin for Very

Olivia Rubin for Very

Olivia Rubin for Very

Olivia Rubin for Very

Olivia Rubin for Very

Olivia Rubin for Very

Olivia Rubin for Very

Olivia Rubin wearing Olivia Rubin

Olivia Rubin wearing Olivia Rubin

Olivia Rubin has designed a capsule collection for online fashion/department store Very.co.uk.

Olivia Rubin, known for her signature graphic prints including the famous brick print pictured on the designer (left), has designed a 5 piece capsule range for Very.co.uk. The collection will launch online for SS11 early next year.

The London Fashion Week designer has previously designed diffusion lines for Asos, My-Wardrobe.com and Oli.co.uk.
It was Olivia’s quirky prints that originally got her noticed by Asos.com, which subsequently stocked her SS09 collection. And it was about the same time that I interviewed the designer, who trained with John Galliano and Alexander McQueen, for Drapers magazine.

I love her work and I think she’s got that brilliant mix of creative drive and business acumen. However, I can’t help but feel that Very has missed the boat slightly with this one. Asos spotted her talent credentials in spring 09, then My-Wardrobe and Oli swiftly followed…and 2 years later Very decides to launch a capsule range. In the quick world of seasonal fashion trends and spotting new, up and coming design talent – you need to be a bit quicker off the mark!

FashionBite xx

Emily Seares is an award-winning magazine editor and journalist and the founding editor of FashionBite. She was featured in VOGUE's Digital Powerlist Top 100 and is a quoted style expert for most national newspapers and magazines.

Comments (2)

  • Rebecca

    I think you’ve missed the point with this collection! Very have taken inspiration from Rubin’s SS11 line and created a pastel inspired range of versatile pieces -a playsuit, prom style dress, maxi etc. Rubin has become a houeshold name for print and I think this range really captures this essence!I’ll certainly be buying it!

    reply
  • fashionbite

    I agree with you, I think Olivia Rubin is a fantastic designer and is v.well known for her prints. I like the collection and I’m glad you’ll be buying into it. However, from Very’s point of view- I’d like to see them take a risk on an unknown designer, like Asos did with Olivia Rubin a few years ago.

    reply

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