Biba, the iconic fashion brand and boutique of fashion designer Barbara Hulanicki was at the centre of the London swinging sixties. The Biba vision was to create modern clothes that young women could indulge in but also afford. It was an early template for clothes as a youth culture statement and a lifestyle, with customers visiting the boutique to hang out, shop and be seen. The logo and branding referenced the decadence and lavishness of art deco and art nouveau, influences reflected in the clothes designs and the boutique’s interior decor.
 

House of Fraser, with the aim to capture the original spirit of Biba and introduce it to a new generation, relaunched the label in store. I was responsible for the print design and visualisation of various aspects of the womenswear line – from swing tags, carrier bags and jewellery packaging to in-store wall panels, hoarding, POS, candle packaging, emailers and… keeping it all together with brand guidelines.