Bella Freud back for second M&S collab, head of brand talks successes and challenges

Bella Freud has launched a second collaboration collection with M&S following sell-out success for the offer that launched this time last year.

The new 35-piece collection is more ambitious too as it includes homewares and kidswear, as well as a knitwear, daywear, outerwear and tailoring edit.

So as well as the slogan sweaters for which the brand is known, there’s a double-breasted coat, silk shirt and velvet suit and there are slogan mugs, bowls and tumblers, dog sweaters, kids sweaters and more.

Given the homewares inclusion, it’s not surprising that the inspiration running throughout is “entertaining at home”.

Freud said of the new offer: “You want to be a bit dressed up and feel glamorous, but you also want to feel at ease. At the centre of the collection is a velvet suit and aro