American seventies fashion label Free People has launched in the UK unveiling a new e-commerce site today, bringing the brand’s simple boho-chic aesthetic to the British fashion pack, myself included. The brand’s founder Dick Hayne formed the label which eventually fell under the umbrella of the Urban Outfitter’s group, which has since laid claim to such luxury names as gorgeous home and fashion brand, Anthropologie. With Hayne investing his life’s work into creating a globally successful business, the original Free People line is now selling in over 1000 specialty stores worldwide.
Reimagining its collection every month with a mix of pared-down, feminine and romantic styles, the label remains ahead of the trends with its unique vision for womenswear. Art director Lauren Cohan has set her sights on the likes of Alexa Chung, Edie Campbell, Cara Delevingne and Lily Donaldson to become fashbassadors in the UK, with Donaldson starring in the AW13 campaign. “Free People girls in the US and the UK share a commonality of being curious and creative,” she said. “We love how girls in the UK style pieces from high fashion to high street and wear them together. Free People is not about what you’re wearing, but how you wear it. Whether you style them in a tough tomboy, romantic and pretty, or a bohemian way, it’s all about taking the pieces and making them your own.”
The brand has a presence in over 77 stand-alone stores across the US, including concept concessions in Bloomingdales and Nordstrom, though there are no plans as yet to stake a physical claim on British shores. However, plans are in place to grow the brand through wholesale partnerships and UK stockists. Opening its very first boutique in New Jersey back in 2002, the Free People journey has been growing ever since, branching into online with FreePeople.com in 2004 and now embarks on its UK path with the launch of its very first UK website.