Sometimes I get to hear a piece of fashion news that really excites me and has me champing at the bit to share it on The Online Stylist. During a recent trip to London I caught up with Isabella Oliver founder Baukjen and was intrigued to hear about her plans for one of my favourite labels, the 365 women’s wear collection.
As of lunchtime today I can officially let you know about the exciting re-brand of the amazingly successful Isabella Oliver 365 Collection, now launched as Baukjen. Applying similar principles from the foundation of the 365 Collection, the new Baukjen range will provide style solutions for the modern woman. And from the look of these pictures, this is one piece of news you won’t want to miss!
I was thrilled to have the chance to chat with Baukjen about the re-launch and what the changes mean for the collections and the new look website…
It’s such exciting news about the re-branding – can you explain a little of what lead you to re-launch the collection and perhaps provide some background as to why you decided to use your name?
“The women’s wear collection grew much faster than we’d even hoped. We felt it needed its own space to live and breathe. Separating the brands gives them both the space to grow to their full potential. In terms of the name, we wanted something unique that reflected the philosophy of the brand so it seemed natural to go with Baukjen.”
With the re-branding, can you see future collections taking a different direction or diversifying and if so, what form do you think that could take?
“The re-brand will enable the collection to grow and push the boundaries slightly more. We definitely won’t change anything drastically – our collections will evolve organically in response to different trends and what our customers love. A progression of style will happen in each collection.”
Tell us a bit more about the Baukjen’s World concept – it sounds really exciting!
“We wanted to create a hub of inspiration that draws together the passion behind the brand. Baukjen’s World is a destination that our customers can explore and really get a feel for what Baukjen is all about. It’s there to inspire and we’ve created lots of exciting features with everything from styling advice and editorial shoots to guest columnists and behind the scenes videos. I really hope our customers will love it and get involved.”
What are the key elements of the AW12 collection and do you have some favourite, stand out pieces?
“This season’s collection is about rich, luxe hues with berries, golds and caramels all featuring strongly. The London style and way of dressing is reflected in the Baukjen brand – it’s all about mixing it up and putting the unexpected together, minimal effort and maximum style. I love the idea of layering draped knits under cropped jackets with fresh stripes for an eclectic yet effortless look. Adding pops of lipstick red leather and fun slogan tee’s gives a modern, playful accent for Autumn.”