Biba, the iconic but short-lived brand of the 60s, has had a few re-incarnations since then, but it’s taken House of Fraser to fully revive it, gold and black branding and all.

“From a mail order company in the early sixties, to a global fashion phenomenon of the early seventies, Barbara Hulanicki’s Biba was a store like no other. Fashion has mourned its loss since Biba closed its doors in 1975. Until now… It’s 2010 and Biba is back. Exclusively at House of Fraser, the newly relaunched Biba has taken the ethos of original Biba and reworked it for the fashion savvy of today, like the brand’s face – Brit model-of-the-moment Daisy Lowe.”

Biba was one of the first examples of celebrity selling power; it’s main appeal was that an average girl in London could, for less than 10% of her weekly earnings, share the look of popular icons of the time, like Brigitte Bardot who wore a dress very similar to one Biba were making; it soon flew out of the store and sold out. What was seen on TV on Friday night could now be bought and worn on Saturday; something we think nothing of now. In fact, celebrities drive the fashion industry to a huge extent these days, but back then, to be able to wear something that looked similar to that of a celebrity was amazing.

The Biba Logo, designed by Antony Little, became an icon, the gold and black art deco styling extremely popular with young girls at the time. Biba was the first high street store to set a standard for brand marketing and to create a look for itself; again, something that now is not just desired but necessary in the world of high street fashion. The logo was seen on everything: from clothes to food, to wallpaper, creating an immediately recognizable identity from any piece sold at the store. But Biba never wanted to be considered an average high street store; and as a result the interior layout was always innovative and was set to enhance the clothes rather than just to hold them. I imagine going into the Biba store was a massive treat for girls back then and must have caused huge excitement when new lines came out.

Unfortunately financial issues and the huge undertaking that Barbara Hulanicki had created with Biba meant it was forced to cease trading in 1975.

Hulanicki was originally a fashion illustrator and to this day that’s what she still does. You can read a great bio of her life so far here; I won’t regurgitate the whole lot but it still strikes me as incredible that after the highs and lows of Biba (from a mail order company to a an elaborate 5-story Art Deco dept store with a restaurant and a roof garden overlooking High Street Ken, and back to nothing) she continued her career onwards, designing and illustrating for various names in Japan, the UK, Brazil…. all with her unique signature style, which I love:

She of course did the capsule collection at Topshop a few years ago… I preferred the illustrations to the clothes I think!

Biba was always an icon, and House of Fraser has reinvigorated the brand which it launched last week! Go to My Biba to check it out, here are my favourite pieces:

BIBA MARABOU FEATHER BOLERO JACKET £175

This looks so warm and luxurious! And I love the label inside, I’m so glad they’ve kept true to the original.

BIBA PRINTED BANDEAU SILK SATIN MAXI DRESS £425

This is my favourite of the collection by far; that print is amazing and it looks so flattering! I’d wear this on nights out in cocktail bars or dinner I think, way too nice for day wear. And the price too, I think I’d just keep it locked up. I could never afford any of the items in the new collection; it’s all amazing and right up my street but I’m on a massive budget right now. Bad times. Even these cute shorts:

BIBA MILITARY BUTTON DETAILED FLANNEL SHORTS £65

I’d wear them all the time as they’re right up my street, and I do love shorts… but £65? I dunno. I suppose they are limited edition. I’m just surprised at the price points in the range; the spirit of Biba to me is always affordable fashion, and these, while beautiful, are not.

Other lovely pieces are:

BIBA EMBELLISHED COCKTAIL DRESS, £185

I love love this. Sigh.

BIBA SEQUIN BOYFRIEND CARDIGAN, £85

This ‘Boutique range’ is the first up, ‘Stardust‘ will be launching in October. If you’ve got some spare cash, I say snap these up cos they’ll go very soon I’d imagine.

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