25th March marks the launch of the House of Fraser Active collection. Housing a blend of sports technology, street style and comfortable loungewear consisting of own brand and branded styles, the collection ticks all the boxes for fitness and fashion credentials.
The house brand ranges consist of ‘Biba Body’ and ‘Label Lab Life’, each with their own, unique point of difference. Biba Body has been designed with outfit building in mind so that the customer can easily mix, match and layer her pieces effortlessly. An investment into seam free technology for the yoga range allows for maximum comfort and flexibility whilst incorporating the iconic Biba logo and brand DNA at every opportunity. Jessie Debben, Design Assistant, says: “Biba body will be a unique addition to the growing active wear market, with our statement prints, inspired by the animal kingdom featuring the most majestic beasts, jaguars, tigers and zebras. These prints look especially bold and stylish on our on-trend bomber jackets”.
In contrast, Label Lab Life offers abstract prints and block designs complemented with beautiful design features and soft draping. Debben says: “Label Lab Life offers a cleaner, edgier aesthetic to our Active range. Pops of bright colour bring excitement to an easy and sophisticated neutral colour palette. Exciting elements from this range are our ombre’d seam free yoga pieces and our layering styles. These looks are all about back design features, such as soft draping and intricate strapping, all of which are important elements to the DNA of Label Lab Life”.
The branded offering includes the launch of nine exciting brands including Ted Baker ‘Fit to a T’, Seafolly Active and Bjorn Borg. Each style offers sports enhancing properties and functionality whilst featuring key prints such as marble, geometrics and florals. For the logo mad customer, CK and Tommy Hilfiger has a
strong product offering with bold colours and logos that provide a gentle nod to the sports trend. Each collection is perfectly complemented with amazing accessories such as backpacks, logo water bottles and yoga mats to enable the customer to dress from head to toe.
Jenny Elisha, Buyer, says: “We are also working with some fabulous new brands such as Acai which has been developed by a fitness mad couple looking to bring fashion to fitness, and Dharma Bums which is an Australian brand offering a range of printed leggings for a variety of activities. You will only find these brands on the high street with House of Fraser”.
With prices ranging from £18 – £125, the complete Active collection will be the perfect inspiration to get you back into the gym or out on the track this New Year.