Oxygen Boutique launches own label

Contemporary womenswear independent Oxygen Boutique has launched its own label, Related, debuting for spring/summer 2013 will a collection inspired by space and the 60s. Oxygen, which is located on Eastcastle Street in London, opened in 2009

and sells brands such as Rebecca Taylor, Equipment, Winter Kate and Cut 25, and the indie has used its experience of buying to create a feminine collection that features functional and classic shapes.

Designed by co-founders Joanna Nicola and her mother Helen, the label will initially only available at Oxygen, but the indie has plans to target stockists such as Harvey Nichols for its autumn/winter 2013 collection.

Offering stylish and wearable pieces for women, the label features dresses, shirts, trousers, and skirts for day and evening wear, and the spring/summer 2013 collection takes inspiration from 1960s trends. Key highlights include a sixties inspired jumbo waffle coat, a flirty a-line mini dress and a cosmic print dress.

Commenting on the launch, Joanna Nicola said: “Three and a half years after we opened the store we decided we wanted to launch our own brand. We know what our customer wants and loves so it gives us a stepping stone for the launch.

"It made sense to start up our own brand as we have in-house manufacturing facilities so we are well geared up to produce the collection.”

Wholesale for the label for autumn 13 will be through the Lucy Wernick Fashion Agency.