Little Mistress owner launches sister brand

Young fashion label Little Mistress is launching

a sister label, Paper Dolls, which will target older customers.

Aimed at women aged 25 and over, Paper Dolls will feature a short-order dress collection consisting of day to evening styles. The debut 20-piece collection, which includes tailored, bodycon dresses in a colour palette of lemon, fuchsia, vanilla and black will launch at Pure London on February 10 to 12.

The label will offer ten new collections per year, with the first drop launching in March, and the retail points for all pieces will be less than 100 pounds.

The brand will be manufactured in the UK at the company’s factory in London.