Giles + New Look = ???

More designers sell their soul to the high street- with the arrival today of the  Roland Mouret for Gap dress collection, and the anticipation building for the Viktor & Rolf range for H&M, the word on the street is that newly crowned British Designer of the Year Giles Deacon will be producing a collection for UK retailer New Look. Tom Singh’s high-street chain has been steadily raising its fashion flag in a bid to become a serious contender for the Topshop style crown, and scoring such a big name- which will be joined by an ad campaign styled by Katie Grand and featuring Drew Barrymore- is definitely going to up the game.

WWD reports on the collaboration, which is due to be in stores for spring summer 2007. More than just a one-off though, New Look are taking things further with a long term partnership agreed- meaning the production of four full, formulated seasonal collections by Deacon for the company per year (though no news on how long this is agreed for). Look out for the Gold collection from March, featuring party and day dresses, jeans, T-shirts and lots of
accessories. I’m sure every fashionista will want it, though with prices starting from $38/ £20, how can Giles keep up the allure of being an aspirational designer?