Nobody's Child to add new premium collection

By

Nigel TAYLOR

Published
Mar 21, 2023

UK women’s fashion brand Nobody’s Child is rarely out of the news these days given its link-up with M&S. But the latest headlines isn’t about that. The brand is expanding its offer to launch a new premium collection from Friday (24 March).

Called NC Boutique, the new range will include premium materials and detailed craftsmanship, set at a higher price point to its core collections.

That’s an important move for the brand with the premium market proving to be resilient at present  in the face of the cost-of-living crisis.

The resort-style offer combines pure organic cotton — a big selling point for the kind of customer it’s targeting — with precision needlework that’s “rich in artful detail, saturated colours and natural fabrics”.

Designed for summer, each piece was created “to feel like a one-off treasure you might find in a far-flung location, for a laidback yet refined bohemian feel”.

The artisan-inspired collection features daisy chain embroidery, broderie detailing, cutouts and layers of ladder lace, with sundresses, midis and statement two-pieces.

Nobody's Child, which is part-owned by M&S, said of the collection: “It’s classic NC in that you can already see it snapped all over Instagram, but it’s distinct in its own way – and different to what we’ve done before.”