House of Fraser Unveils Daisy Lowe as the Face of Biba

House of Fraser Announces it is Now Stocking the New Biba Fashion Range, With Daisy Lowe as the Face of its Autumn/Winter 2010 Re-Launch

LONDON, September 15, 2010 - House of Fraser has revealed that the new Biba collection with be
available both in stores and online, with Daisy Lowe being the face of the
brand.

The British model is famed for gracing the catwalks of Vivienne Westwood
and PPQ, and also featured in campaigns for Marc by Marc Jacobs, DKNY and
Louis Vuitton. September 2010 sees the much-anticipated re-launch of the
globally iconic Biba clothing (
www.houseoffraser.co.uk/on/demandware.store/Sites-hof-Site/default/MTemplCont-Show?cid=BIBA)
brand. The collection of women's apparel, accessories and jewellery takes
inspiration from the original Biba themes of 1930s Hollywood glamour,
synonymous with signature prints, maxi dresses and mannish tailoring.

Executive Brand Director for House of Fraser, Matt Chambers, said: "We
chose Daisy Lowe as the face of the Biba campaigns for PR and Advertising
because she is effortlessly stylish, unique and eclectic, but most
importantly British. She also helps to make this iconic fashion label, with
great heritage, relevant to our younger customers."

Executive Director of Womenswear & Accessories for House of Fraser,
Stephanie Chen, said: "Daisy Lowe embodies new Biba - she is confident,
fashionable and glamorous with a very distinctive look that we feel perfectly
complements new Biba. She is also very passionate about the brand having her
own archive pieces in her wardrobe and genuinely loves the new collection
which was really important to us."

Daisy also commented: "It was a huge honour to be asked. I've been a fan
of the brand since I was very young. When I started my modelling career, and
when I first started to understand clothes, Biba was one of the first names
that cropped up. I've always really loved Biba so when I was asked to be part
of the campaign I was just ecstatic."

Daisy will appear in both the advertising and PR campaigns showcasing the
collection of women's apparel, accessories, and jewellery, both costume and
fine. The new Biba (
www.houseoffraser.co.uk/on/demandware.store/Sites-hof-Site/default/MTemplCont-Show?cid=BIBA)
collection is a modern and contemporary line which takes inspiration from
the original brand and signature archive prints.

The collection will be exclusive to House of Fraser and available in 35
stores nationwide. There will be 10 Biba boutiques in the following
locations: Belfast, Birmingham, Cardiff, Dublin (Dundrum Shopping Centre),
Glasgow, Edinburgh (Jenner's), Manchester, Sheffield (Meadowhall Shopping
Centre), London Oxford Street and London Westfield.

About House of Fraser

House of Fraser is a department store group with 61 enviable locations
across the UK and Ireland and a fully transactional website. As one of the
best known names on the high street, House of Fraser has presented customers
with an unrivalled nationwide department store for more than 160 years. The
company was acquired by the Highland consortium in November 2006 marking the
beginning an exciting new chapter in its history. The group has annual sales
in excess of GBP1.25bn and employs 6,500 House of Fraser staff and 10,000
concession staff through 5 million sq ft of selling space.
HouseofFraser.co.uk launched in 2007 and currently boasts over 650 brands and
125,000 individual products including Biba tops (
www.houseoffraser.co.uk/Women%27s+Tops/310,default,sc.html?prefn1=brand&prefv1=Biba)
and Biba dresses (
www.houseoffraser.co.uk/women%27s+designer+dresses/301,default,sc.html?prefn1=brand&prefv1=Biba).

(Due to the length of these URLs, it may be necessary to copy and paste
the hyperlink into your Internet browser's URL address field. Remove the
space if one exists.)

    PR Contact:
    Rea Shahroudi
    Online Acquisitions Manager
    House of Fraser
    27 Baker Street
    London
    W1U 8AH
    +44(0)20-7003-4102
    www.houseoffraser.co.uk

PR Contact: Rea Shahroudi, Online Acquisitions Manager, House of Fraser, 27 Baker Street, London, W1U 8AH, +44(0)20-7003-4102