February marks the launch of new boutique womenswear brand Chella, offering fashion forward, trend led products at affordable prices. Aimed at 15-24 year olds, the range will include exclusively designed inspired prints and silhouettes as well as one-off embellished pieces. Brainchild of John Quinn, former CEO of Fashion Finder (Le Monde), Chella’s debut spring / summer 2014 collection will be available in selected UK stockists from the end of February with prices ranging from £25 to £55. Following the initial launch, Chella will look to expand into other independent high street retailers. The e-commerce site chellafashion.com will launch towards the end 2014.

www.chellafashion.com