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Fashion Scoops: Matches Branches Out With Freda...De Castelbajac 's Youth Quake

Tom and Ruth Chapman, who own the Matches chain of boutiques in London, are getting ready to share the store’s own label line, Freda, with the world.

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Look from the Freda fall collection.

Photo By Courtesy Photo

MATCHES BRANCHES OUT WITH FREDA: Tom and Ruth Chapman, who own the Matches chain of boutiques in London, are getting ready to share the store’s own label line, Freda, with the world. The duo is preparing to wholesale the Freda collection, a line of chic wardrobe staples, which launched in 2005, in Paris for the spring 2010 season. “We’d always had the idea [to wholesale the collection] but didn’t want to until everything was right,” said Ruth. “Now it’s the best-selling collection in our own stores.”

The collection is designed by London-based Joanna Sykes, who also designs her own line called Sykes, which she’ll show during London Fashion Week. Sykes said the Freda spring collection is inspired by “relaxed Riviera chic,” with pieces including a silk crepe shirtwaister dress in an inky blue, Capri pants in cream silk cotton, three-quarter length silk blazers and blue-and-white striped knit Breton tops.

For the fall 2009 collection, retail prices range from 110 pounds, or about $180, for a silk tank top through to 550 pounds, or $901, for a blazer.

Chapman said she would target “10 to 15 key international stores,” for Freda’s wholesale launch. “As retailers we want to keep [the collection] niche,” she added.

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