• Zoja Minic

BEULAH’S S/S '20 COLLECTION CELEBRATES A RETURN TO ITS ROOTS

Updated: Jun 24



For spring/summer 2020, ethical luxury womenswear brand Beulah returns to where it all began ten years ago in India with a collection inspired by the vibrant tones, prints and textures of South Asia mixed with oriental influences. Drawing inspiration from the spice markets of Kolkata and the architectural wonders of the “pink city” Jaipur, the palette is warm, mellow and uplifting, featuring coconut creams, raspberry reds, sky blues and soft corals.


Sand-washed silks and organic cotton broderie complement the textured crepes and woven checks in a collection filled with depth and richness that represents Beulah’s biggest to date, ranging from classic occasion wear to exuberant high summer pieces. Signature feminine silhouettes have been reinvented to sit comfortably with the more casual, relaxed soft tailoring of everyday wear, with slinky wrap dresses, embroidered cotton smocks that can be worn belted and gently billowing sleeves, tapering to a fitted cuff. Separates feature prominently with versatile combinations to mix and match with jeans and tees.


This special anniversary collection not only reinforces Beulah’s status as a quintessentially British brand, renowned for its elegant and timeless style, but goes to the heart of its purpose as a pioneering force for long-term social change.


One of the first social impact fashion brands to launch in the UK, Beulah London was founded by friends Natasha Rufus Isaacs and Lavinia Brennan in 2009 after the two volunteered in an aftercare home for sex-trafficked women in the slums of Delhi and witnessed the power of employment to transform lives. They resolved to create their own brand to help vulnerable and abused women and went on to set up the Beulah Trust to put their humanitarian mission into action. Empowerment is now central to everything they do.


“We travelled back to India for inspiration for this collection and to reconnect with our original purpose in starting Beulah as a brand with a social conscience,” said Natasha and Lavinia, whose work has been commended by the United Nations. “Our resolve to raise awareness of the horrors of human sex trafficking and modern-day slavery and to help survivors start new lives has only strengthened over the years.”


They added: “Our customers want to wear beautiful clothes but they also share our passions and values and want to learn more about the issues of modern slavery so that they, too, can be agents for change. It’s hard to believe, but more than 40 million people around the world are living in slavery and the majority are women and girls.”


For the first time, this coming SS20 collection will be delivered in five limited edition capsule collections. This move by Beulah not only ensures the availability of pieces when customers want to wear them, but also provides more sustainable employment for the vulnerable & formerly trafficked communities the brand works with across their supply chain.


To celebrate its 10th anniversary, Beulah is also set to announce an exciting collaboration in early 2020 with one of the leading names in the global female empowerment and education movement. The partnership will see the launch of a capsule charity collection featuring signature silhouettes as well as archive prints. Each piece sold will create employment for trafficked or at-risk women through its production.


To view or download the Beulah SS20 Lookbook, CLICK HERE.


Editor's Footnotes:


Founded in 2013, the Beulah Trust has a clear goal of supporting projects and initiatives that create sustainable livelihoods for victims of trafficking. Ten percent of all profits from EVERY Beulah purchase is donated to the Trust.


Last year, Beulah created more than 1,030 days of sustainable employment for women previously in vulnerable or trafficked situations through Fairtrade and NGO partners in India, working alongside the UN and Anti-Slavery International. In the UK, Beulah works with partners to develop life skills and create economic independence for disadvantaged women by providing training and work placements.


For further information, images, and samples, please contact:

zoja@whitehair.co

+44 (0) 7715 244 678

www.whitehair.co

WHITEHAIR.CO  

Kingsway  Place

Block  B,  Studio  2a

Sans  Walk

London

EC1R  0LS

Website designed by WHITEHAIR.CO

WHITEHAIR.CO is the trading name of Whitehair Co Limited

Registered in England & Wales

Company No: 08801233

VAT no: 170 6305 30 

+44 (0) 7715244678

zoja@whitehair.co

WHITEHAI.CO Best PR firms