Howick by House Of Fraser

House of Fraser has launched its own label, 'Howick', which will sit alongside premium labels.

It's a collection that's band on trend, with a look that's preppy and American - like Ivy League except younger. There are vibrant polo and rugby shirts and some very exciting fine-gauge knits.

Why 'Howick'? Well its HQ is at 1 Howick Place so maybe it's to help the designers remember where they work.