The River Island is launching a new womenswear brand called Harpenne, which will focus on appealing to an older age group. The fashion retailer said the new brand, due to launch in September, will fill a “gap in the market”. The autumn/winter collection includes 120 different ethically-sourced items designed to suit all body shapes.
‘Harpenne was created after noticing a huge gap in the market, we want to give the forgotten customer a voice,” River Island business development managing director Fiona Lambert said.
“The pieces within the collection are inspired by culture and individuality. Aimed at women with attitude, Harpenne wants to revolutionise the retail offering so all women can embrace their sense of style and feel confident, no matter what their age.”
