Boohoo's Karen Millen links with namesake Lydia Millen

By

Nigel TAYLOR

Published
Feb 5, 2021

The name connection is purely coincidental, but Boohoo-owned fashion brand Karen Millen has launched a collaboration with… Lydia Millen.

The social media influencer is no relation to the brand’s founder but she has an association with the brand having previously created edits from existing product. That success has led to her co-designing a new collection for the brand -- By Lydia.
 
Taking inspiration from Karen Millen’s archive and her own wardrobe, “Lydia Millen has helped to design a capsule collection of beautiful, modern classics... fusing design elements from her most cherished pieces, as well the catwalks and past Karen Millen collections".

The result is “a considered focus on flattering, feminine-forever pieces evocative of her own signature style” while taking a “seasonal view on print, colour and fabric to modernise timeless shapes and silhouettes”. 

Lifting key elements from her own wardrobe and Karen Millen’s archive, "By Lydia replicates the fashion personality’s own go-to style of muted, tonal colourways and easy, elegant pieces”, the brand added. 

The line, just launched online, is also available in its curve sizes.

It highlights the fact that social media influencers remain key, despite some observers suggesting that their impact might wane given the seismic shift caused by the pandemic. But a number of launches by mass-market, premium and upscale names in recent periods hints at the opposite happening.