The appeal of Pearce Fionda

Pearce Fionda attracts the Jasper Conran woman, the customer who doesn't buy a designer label just because they have seen the adverts for the perfume. At Harrods, the suits and daywear are on sale in the Contemporary Collections Room, alongside Dolce & Gabbana, Ozbek, Nicole Farhi, Betty Jackson and DKNY. The evening wear and more dressy pieces that the designers do so well are on sale in the Evening and Special Occasion room.

Geraldine James, head womenswear buyer at Harrods, says, "Pearce Fionda attracts a creative individual spirit - the sort of woman who wants a suit for work but wants something a bit different as well. A Pearce Fionda black suit is special. They've achieved what you'd expect to see out of the best Italian manufacturers. Even the simplest T-shirt is cut in a unique way. You can't imagine they've been mass-produced."

What is also unusual about Pearce Fionda's clothes is that they suit tall women with a broad frame as well as very petite women. They are also bought by a more mature customer not often catered for by young designers.