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Biba founder Barbara Hulanicki is back with a new label HULA

Lauretta Roberts
25 February 2021

Barbara Hulanicki, founder of the legendary Biba label, is back with a new brand HULA which she has launched in collaboration with fashion technology platform BrandLab 360.

Hulanikci is credited with being a trailblazer of young fashion, having founded Biba in 1964, which began life as a mail order boutique and then moved into a physical store in Kensington, which at its height attracted up to 1m customers a week.

The new brand will be sold exclusively to trade buyers on BrandLab 360's digital showroom and was created after Hulanicki met with the platform's founders Dan O’Connell and Jennifer Drury in Miami, where she is now based.

“I'm so excited to finally launch what I've been working on for the past year! The design process was all done seamlessly online with the BrandLab360 team, including several early morning Zoom meetings working on the campaign images and interior design of the showroom.

"I was so impressed with BrandLab360 when I met the founders in Miami, that I wanted to be involved in their visionary project of showing new collections in virtual settings. As well as reducing the buyers’ carbon footprint, it will make sure my collection reaches a much wider audience. The future of fashion is going digital."


The debut collection from HULA features a combination of modern forms in floating fabrics and nostalgic bespoke prints drawing on art and culture.

Included in the collection are a mix of statement tailoring, retro inspired dresses, updated smock styles as well as statement accessories such as the bucket hat and iconic 70s scarf. Its branding is reminiscent of the famous Biba logo.

Buyers can get a sneak peek at the collection by visiting the brand's website on the BrandLab 360 platform.

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