Mary Portas opens her shop for business-spun1

Posted: Fri 23:56, 23 Aug 2013

Mary Portas opens her look for business
Today is launch day, and also the third floor of House of Fraser on Oxford Street holds court to the Queen of Shops and her eponymous range. Listed in her polemic as being designed "for the girl you're, the one who is clever,[link widoczny dla zalogowanych], thoughtful, smart, inspired, adventurous",[link widoczny dla zalogowanych], the pieces try to appeal across generations. "The older ladies are going for the utility blouses, as the younger girls are favouring the animal-print dresses." On cue, a mother-and-daughter duo pick up said pieces, demurring together: "Very nice,[link widoczny dla zalogowanych], super nice."
Because of its flattering, easy-on-the-waist cut, the black Ponte Tunic dress, £135, has hit a style nerve with shoppers, selling in several sizes. Indeed,[link widoczny dla zalogowanych], Portas - proudly surveying the scene, the fruition of 2 yrs of hard graft - is sharply attired inside a purple version from the dress. "It's effortless, a no-brainer," says Amiyna. Another bestseller is the in-at-the-waist, fitted-at-the-bust black Aurora dress, £150, which bears the sensual fingerprint of Antonio Berardi, the Italian-born, London-based designer who Portas collaborated with.
There's a lot available at Mary's
Pass through the neon-lit "Mary" signs and mannequins adorned with the signature Portas carrot-hued bob,[link widoczny dla zalogowanych], though,[link widoczny dla zalogowanych], and the real shop-floor stars are available: these shoes. A gaggle of ladies have congregated at the rear to eye in the Antoinette leopard-print booties, £110, and the hot pink and red satin Madgalene sandals,[link widoczny dla zalogowanych], £79.99 (the shoes are named after famous Marys), which rest against an eye-searing "wall" of orange shoe boxes. "They're designer shoes at non-designer prices," a shop assistant tells one happy lady, who skips away with two pairs,[link widoczny dla zalogowanych], the gold snakeskin Wesley, £89.99, and also the black suede Portas,[link widoczny dla zalogowanych], £120. So popular have the shoes been that the meet-and-greet bell-boys have been roped in to help, including Portas's son Mylo, 17. "It's been so busy today - you actually have the customers enthusiasm,[link widoczny dla zalogowanych]," he says between his "hellos" and "goodbyes" to the revolving door of customers.
Should customers' enthusiasm wane at any point, there's a "moan phone" available where greviances could be noted. Judging by the response today, though, it's unlikely to see much action.
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