Sunday, 17 January 2010

Harvey Nicks targets young fashionistas with new 4th floor

Harvey Nichols is targeting a new younger and discerning fashionista with its 4th floor contemporary designer floor due to open next week.

And I'm pretty excited because it seems Harvey Nichols buyers have taken all the best new talent from New York, London, Milan, Paris etc and put together a seasonal edit that has all the hallmarks of the best boutiques from around the world. And we're talking fresh eyes mixing up new contemporary designers that are igniting their home fashion towns - so now we don't have to travel all over the world to get the best array of new talent in one shop!

The HN team say they're moving away from the conventional and putting collections such as Versus, Opening Ceremony, Love by Richard Chai, Halston and Cacharel alongside British designers such as Richard Nicoll, Peter Pilotto and Meadham Kirchoff. Also included are hot US labels Zero by Maria Cornejo, Elise Overland and Brian Reyes. Described as a fashion "lifestyle" - the ultimate destination for anything and everything fashion related.

My favourite new stuff include a Lanvin 'Supermarket of Luxury' complete with limited edition dolls, snow globes, notebooks, music boxes and a honeymoon kit. Or there's a girls-only sneaker wall displaying the likes of Keds for Opening Ceremony, Christian Louboutin trainers, Jackson Pollock splattered Converse for WGACA and Beatrix Ong for Nike. Or wear and eat jewellery by Coco Maya and cart it all around in Erdem for Globetrotter luggage.

If Harvey Nicks has highlighted a new fashionista customer that likes her hot-off-the-press fashion from around the world and at recession friendly prices, then this new department will be full to brimming when it opens on Monday 25th January.

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