This collection distills the assured, feminine style at the heart of the new image of BIELLE for 2012.

BIELLE will be showing at PURE LONDON February 12th – February 14th 2012 at Stand G40.
BLUSH LONDON RENAMES AS BIELLE FOR 2012 Looking to the New Year, Blush London, the chic womenswear label renowned for its cult following, is refreshing its image for 2012 and renaming as BIELLE in moving with its grown up customer.

Established in 2009 and quickly coming to the attention of Europe’s biggest cities with its mix of affordable yet beautifully designed pieces, Blush London is the by-word for style and sophistication for today’s modern woman.  And now Blush London is looking to capture the same positivity with its new name BIELLE.
With the growth of demand from UK and many European cities where the brand has been so popular, Blush London needed to rebrand its image for more up market keeping the cost price still affordable. Sophisticated, grown-up style is at the heart of the new season and the new brand Bielle has seized the perfect opportunity to rebrand with its most directional collection yet, adapting its signature style whilst keeping its new brand identity at the forefront of contemporary trends.
BIELLE moves into assured grown-up femininity with purposeful and versatile shift dresses such as the Bouquet and Orpheum this season, in the strong  autumnal tones of berry and mustard with more trademark fabric tiering and ruffles , the epitome of feminine chic that the label has become synonymous with.