Miss Selfridge was the star of the show at parent company Arcadia's new season preview, as the results of the brand's revamp were unveiled.
The autumn/winter collection included traditional British trench coats and drainpipe jeans, as well as romantic dresses in lace, chiffon and silk.
The theme was a return to the boutique environment of Miss Selfridge in its 1960s heyday. Brand director Sim Scavazza, appointed last year, said: 'The first step was to improve the individual lines within the product ranges. The second was to co-ordinate the ranges in such a way as to create colour statements. The third is to enhance store decor and equipment features. More updates and revamps are planned.'
The design team has been bolstered from five to eight and there is an in-house graphics designer, who develops unique prints.
Further international expansion is in the pipeline. Scavazza said: 'We're investigating new and exciting markets abroad - watch this space.' There are 45 international stores and 135 UK stores.
Meanwhile, the rest of the Arcadia womenswear brands unveiled their new collections. Dorothy Perkins' ranges had a 1970s bohemian 'Portobello Road babe' feel, while Wallis showed classic tweed tailoring. Top Shop unveiled 1970s-inspired coloured ponchos and corduroy trousers. Top Shop's first maternity range hits select stores in two weeks.