Luella Loveage

Despite having shown at New York fashion week for several years in the past, Luella Bartley is about as British as a designer gets. She was born in Stratford upon-Avon, lived in London for a while and recently relocated to Cornwall- inspiring her eerie aw08 collection. She studied at London's Central Saint Martins, but did not complete her course when she got into fashion journalism, working for renowned publications such as 'Dazed & Confused' and 'Vogue'. Fashion design came calling later.

Mixing the classically British with a punch of rock'n'roll, Luella style is a winning combination with a loyal fanbase including cool-young-things such as Alexa Chung and Kelly Osbourne. Luella also won the prestigious British Fashion Council award for Designer of the Year in November 2008, and well deserved it was after two previous nominations. Her first collection was entitled 'Daddy I want a pony'; she shows rare wit and has a sense of humour, making her brand accessible to us. Designs are quirky, yet never so 'far-out' as to bewilder us.

It is not just the clothes, though of course they are extremely important, that make the Luella brand so magical. Everything, from the carrier bags to those lovely heart stickers- stuck on the tissue paper round purchases and all over a chair in the shop- is fabulous. She has succeeded in creating a strong, successful brand identity. The shopping experience when visiting the Brook St store in Mayfair is wonderful. The shop has a great atmosphere and is really well presented- just look at those gorgeous little bunnies from the Easter 09 display, they could have hopped straight off the catwalk with their beautiful little headpieces. The staff have just the right balance of being friendly and helpful, but also allowing you to browse at your own pace. The website is also pretty awesome, and unlike many designer label websites has a wide selection of stock from the collection available. Replies to emails are relatively prompt and deliveries come quickly and punctually.

Photos: Luella shop window, My own Paperchase bunnies on a ss09 Luella scarf, Luella shop window.

Now for my very favourite collection, not just from Luella, but of all the fashion collections I've ever known of- ss09. Very 'ladies who lunch', and every outfit perfect for taking afternoon tea (Claridges is handily just down the road from the flagship store if you want to show off your purchases), yet also with an edge- a fresh reinvention. These weren't your average ditsy floral print dresses. I always love a nice tweed suit myself, and here they were made young, hip even, with asymmetric lines. The classic pearl set was transformed into beautiful multi layered concoctions, a rainbow of pastel colours. The shoes, also in pastel colours, were divine- ladylike yet fun. Finishing touches were gorgeous bow headpieces with nets and lovely little gloves.

Headband and bow: Luella.

With an extremely talented creative director, divine packaging and the oh so covetable accessories, in my opinion Luella is just a superb brand, bringing out fantastic designs, season after season.