House of Fraser launching new house brand

House of Fraser is launching a new womenswear in-house brand this September called Maison De Nimes, inspired by the “casual living of coast-to-coast living”.

Designed and curated in-house, the Maison de Nimes focuses around offering women a product that is easy to outfit build for an ‘off duty’ look, with denim and casual separates inspired by Southern-Californian dressing at the heart of the brand.

House of Fraser, director of womenswear fashion design and accessories, Jakki Pay, said: “Maison de Nimes was created to cater our love of authentic denim, inspired by the relaxed lifestyle of the Californian coast; that casual yet stylish vibe is at the heart of everything we design.

“Each piece that’s created works back with denim to create a truly off duty wardrobe. The colour palette is always anchored to indigo and the prints are inspired by traditional Shibori dying techniques.”

House of Fraser launching in-house label Maison de Nimes

Key pieces includes skinny jeans, blanket wrap coats, boho-inspired maxi dresses and blouses, laid-back knitwear, and leather jackets. The aim of the collection is to target women who want a “relaxed, casual laid back look”.

The brand will be introduced to selected House of Fraser stores from September, as well as online, with prices ranging from 19 pounds to 249 pounds for a soft leather jacket, while jeans will be priced around 55 pounds.

Images: Courtesy of House of Fraser