Introducing HULA x BL360

Barbara Hulanicki, alongside her husband Stephen Fitz-Simon founded the retail phenomenon Biba in 1964. After many successful decades of the business, Barbara has now joined forces with BrandLab360 to create her new collection, 'HULA' in a Virtual Reality Environment.


New fashion label HULA see’s the return of the iconic Biba founder, Barbara Hulanicki, OBE, in collaboration with Brandlab360. 


HULA is the new brainchild of respected designer Barbara Hulanicki OBE, who has been revolutionising the fashion world since 1964. Barbara Hulanicki’s forward thinking ideas started with her first brand Biba which originated as a mail order postal boutique. Barbara’s pioneering spirit has led her to virtually launch her first collection of HULA in collaboration with BrandLab360, who will be selling the brand exclusively via a virtual showroom.


Barbara Hulanicki OBE says “I'm so excited to finally launch what I've been working on for the past year! The design process was all done seamlessly online with the BrandLab360 team, including several early morning Zoom meetings working on the campaign images and interior design of the showroom. 


I was so impressed with BrandLab360 when I met the founders in Miami, that I wanted to be involved in their visionary project of showing new collections in virtual settings. As well as reducing the buyers’ carbon footprint, it will make sure my collection reaches a much wider audience. The future of fashion is going digital." 


The debut collection from HULA features a combination of modern forms in floating fabrics and nostalgic bespoke prints drawing on art and culture. 


Included in the collection you will find a mix of statement tailoring, retro inspired dresses, updated smock styles as well as statement accessories such as the bucket hat and iconic 70s scarf.



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