Jan 13, 2015
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Mirror Mirror fashion brand launched by Melissa Barton and Yasmin Todd

Jan 13, 2015

This autumn will see the launch of a new premium UK fashion brand: Mirror Mirror, by Melissa Barton and Yasmin Todd. The two founders previously worked together at online fashion label Forever Unique, where Todd was head of design and Barton the UK and export sales executive.

Mirror Mirror's target audience is women in their early twenties to mid-thirties, who prefer to spend their money on investement buys rather than fast fashion. The first collection will have 30 pieces, including dresses, outerwear pieces and spearates. A unique selling point is Mirror Mirror's reversible clothing with detachable detailing.

Photo: Mirror Mirror

Mirror Mirror will target the same audiences as Self Portrait, Three Floor and AQ AQ, with wholesale prices for the label starting at £26 for a crop top to £100 for a coat, and the average dress priced at £80.

The brand, which is "made for women, by women," states: "Our transformable styles ensure your wardrobe works for you, the individual, and keeps you one step ahead of the crowd. We’re confident our selected capsule collection will prove itself to be the missing piece of the jigsaw; the clothes you always knew you needed."

The collection is available for wholesale orders from now until the end of March. No stockists have been confirmed yet, but Barton told Drapers there has been interest from the US. "US distributors have already shown an interest and we’re happy to take a non-traditional approach, going for the US first if that’s the way it pans out," she explained.

Mirror Mirror's founders hope the line will eventually be sold in retailers such as Selfridges, Harvey Nichols or House of Fraser, as well as Asos.com and independent stores.

Cajsa Lykke Carlson with Drapers

£1 = $1.51

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