Mint Velvet Declares Outerwear Dominance With Iconic Collection

Mint Velvet is making a significant statement in winter fashion with a robust focus on outerwear this season. The renowned fashion retailer has officially launched its highly anticipated Icons Collection, a curated range that celebrates the brand's most cherished and popular outerwear pieces. This launch is supported by a comprehensive campaign, prominently featuring a diverse group of "inspiring women" who embody the brand's ethos.

The commitment to this collection is profound, as highlighted by Harri Rands, Mint Velvet's Product Director. Rands enthusiastically stated, "We’ve planned our best ever outerwear season and we’ve bought 45,000 units which is enough to keep everyone warm at the headline set on the pyramid stage at Glastonbury!" This substantial investment underscores the brand's dedication to quality and its ambition to dominate the winter outerwear market.

The 'Icons Group' fronting the campaign is equally impressive, comprising a selection of influential and accomplished women from various fields. This includes celebrated broadcasters Charlotte Collins and Jo Good, professional dancer Patricia Zhou, women’s health advocate Dr Faye Bate, multi-talented journalist, chef, and restaurateur Ravinder Bhogal, CEO & founder of dance agency AMCK Aicha McKenzie, and the esteemed model and speaker Mia Maugé.

Mint Velvet expressed that these exceptional women perfectly encapsulate "the effortless, empowering spirit of Mint Velvet’s signature Relaxed Glamour." Each coat within the collection is meticulously crafted, showcasing "strong silhouettes, premium fabrics and considered details," designed not just for a season, but "to elevate wardrobes now and forever." The collection's tagline, "This is outerwear with presence, for women with presence," encapsulates its core message of empowering women through sophisticated style.

Rands further articulated the strategic vision behind this initiative, affirming, "This is the moment for Mint Velvet to claim its place as the destination for outerwear." She emphasized the brand's unique proposition, where "considered, versatile design meets modern life," leveraging their "proven success in leather and suede." This foundation, she noted, allows Mint Velvet to deliver a distinctive blend of "quality, detail and value to every piece," solidifying its position as a go-to for premium outerwear.