Wednesday, 16 March 2011

River Island Relaunches The Chelsea Girl Brand

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River Island
River Island has announced the relaunch of its Chelsea Girl brand with a capsule collection landing in stores this month.
Chelsea Girl was on the high-street in the 1960's, 1970's and 1980's before evolving into River Island in 1988.

The collection contains affordable mini-skirts and shorts, crop t-shirts, wide leg trousers and printed maxi dresses decorated with floral and geometric prints. Separates are presented in the form of paper bag denim and given a distressed edge for a casual look, while crop t-shirts and canvas bags feature the Chelsea Girl logo.

The new Chelsea Girl range was designed by National College of Art & Design graduate, Lucy Moller. Lucy joined the team after winning a design room internship at River Island in 2006 and created the new Chelsea Girl designs with guidance from River Island's Brand Director, Farida Kaikobad, who worked on original Chelsea Girl designs in the 1980's.

The Chelsea Girl, collection launches in selected stores and online on 24 March. To celebrate the launch, Selfridges & Co will host an exclusive Chelsea Girl pop-up shop.

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