Miss Selfridge revamping itself

Miss Selfridge is in the throes of revamping itself as it launches its Miss Me range, a capsule collection available for autumn/winter. The range is part of the Arcadia-owned chain's new strategy to recapture its brand, which lost its focus during the 1990s, when Miss Selfridge was out-run by sister chain Top Shop. Miss Selfridge brand director Sim Scavazza said Miss Me is a 'created character who represents the values and ethos of the brand'. The range, inspired by 1930s glamour, forms part of the overall autumn/winter collection that will be unveiled next week.