The Biba Story: the fashion brand that lifted a drab postwar Britain into the swinging 60s

By Mal James, Personal Chair of Fashion Design, University of Edinburgh, Edinburgh College of Art, University of Edinburgh

First conceived as a mail-order-only company in 1963, known as Biba’s Postal Boutique, the brand captured the revolutionary 1960s and 1970s attitude and style, offering trend-seekers affordable, high-fashion aesthetics and glamour akin to Paris catwalks.

Influenced by art deco, Biba’s covetable mini dresses, luxurious fabrics, rich prints and colour palettes quickly achieved a cult following, embodying the “swinging London” look. Worn by celebrities like Twiggy and Mick Jagger, and film stars like Brigitte Bardot and Raquel Welch, Biba…

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