It’s All In The Deetz

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IF you haven’t heard of Deetz yet, you should make a beeline before everyone else does. After only six weeks of being in store at Harvey Nichols, its latest autumn/winter 2013 collection was already more than 60 per cent sold out.

“We don’t have anything similar to Deetz,” said Harvey Nichols contemporary buyer Vikki Kavanagh. “The collection is fun and easy to wear, with its own unique handwriting.”

The British label – named after Beetlejuice character Lydia Deetz – was established by sisters, McQ and Matthew Williamson freelance designer, Amy Currie and Vogue‘s Lauren Milligan with the first collection landing in Harvey Nichols in January earlier this year. Its aesthetic centres upon a playful approach to darkness; colourful prints infuse gothic with irreverent humour – some of which are based on a harmless, dysfunctional family of skeletons, with members including lovebirds Clarence and Gloria, married couple Mr and Mrs and intellectual beauty queen Miss Ogny.

“Deetz pieces stand up by themselves as a total look,” continued Kavanagh. “They have a distinct handwriting. The Deetz customer is confident in herself and enjoys a contemporary edge.”

A former Scottish Fashion Award nominee (Currie is from Glasgow), the label is currently up for the Scottish Style Awards’s Best Womenswear accolade – with the winners revealed at a ceremony this weekend. While Deetz is still sold exclusively at Harvey Nichols in the UK, the brand has also received international acclaim and is soon to be sold at Avenue 32 – as well as American retailer Intermix, where it will sit alongside luxury labels such as Saint Laurent, Stella McCartney and Proenza Schouler.

“It’s been such a whirlwind two seasons,” Currie told us. “I can hardly believe our third season will be in stores in just a couple of months. We’re trying to grow slowly – adding new shapes and stockists gradually – and focus on what our customers love: perfectly-cut shapes, luxe fabrics and unique illustrations. Just an easy, quirky glamour.”

See the full collection at Deetz.co.uk, or shop theHarvey Nichols edit here.

 

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