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.”
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