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Introducing new label Needle & Thread...

New label Needle & Thread – inspired in name by the bespoke, hand-crafted development of each individual piece – will launch exclusively on ASOS from mid-April.

With every design drawn, traced, applied to silk and frame-stretched before being hand-embellished by a team of skilled beading experts in India, this new label embraces a free-spirited bohemian aesthetic. After consistently travelling to India to visit factories and work with embroidery masters, Hannah Coffin, Creative Director of Needle & Thread, conceptualised a label with a vision to bring an accessibly positioned range of embellished, hand-crafted pieces to the market:

"Having always wanted to run my own label, the launch of Needle & Thread is the realisation of an ambition I've had since I was fourteen, to create something wearable and versatile in an area of the market that I felt the signature style of my designs could fill. Working with my teams in the UK and India has made it possible, combining the skill sets of both to complement each other. It's a cherished process and a real labour of love that produces pieces that almost have a one-off feel about them."

Comprising 25 pieces, Needle & Thread's first collection features colour-led, vivid details. Intricately embellished shifts sit alongside looser silhouettes in coral, turquoise and neutral tones, while metallic beading highlights '20s-style midis. Mini dresses are graphically bold with botanical and Aztec influences, modernised with fluoro sequins, mirror mosaics, micro rings and jewel stones.

Head of Buying, Women’s Brands – ASOS, Nikki Tattersall, said: "Needle & Thread is our biggest brand launch on ASOS for spring / summer '13 and we’re so excited to have it exclusively. There's a lot of iridescent embellishment around this season, and this collection covers that area off in such a standout way for the occasions that demand it, with great shape options, finishes and colour ways."

In keeping with the brand aesthetics, future seasons will see Needle & Thread's design team focus on evolving the collection to incorporate a broader range of surface-decorated product categories.

Available exclusively at ASOS from 15th April
Price Range: £95 – 195

Editors’ Notes

Trained in Fashion & Textiles at Ravensbourne University in London, Hannah Coffin built her career at UK labels Karen Millen and All Saints. Having travelled extensively for design inspiration and product development over many years, it was the traditional craftsmanship and techniques of India that drew Hannah time and time again to the communities that so expertly translate her handwriting.

Compelled to harness these relationships and start her own label, Hannah left her position as women's design director for All Saints in 2012 and immediately started work on Needle & Thread. All artworks for the collection are drawn by hand and every piece is hand-embellished by skilled beaders – using materials carefully sourced and selected in India – who have learned their trade over many years, passed down from generation to generation. Needle & Thread is based in London, UK.

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