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The Vampire’s Wife Turns Cult Following Into Global Retail Hit

LONDON — London-based label The Vampire’s Wife quietly came onto the scene four years ago, but quickly seduced women with its lavish fabrics, romantic prints and signature ruffles.
What started as an insiders’ secret — favored by British fashion editors, models and friends of the brand’s founder Susie Cave, who is a former model and the wife of musician Nick Cave — turned into global retail hit, with stockists including Matchesfashion.com, Browns, Dover Street Market and Moda Operandi.
Cave’s success recipe is simple: offering product that fits well and makes women feel good.
“There is certainly a community of women who are loyal to The Vampire’s Wife, but this is simply because the dresses just look beautiful when on — women respond to this,” Cave said. “The pieces are easy-to-wear but have a maximum impact and there’s a disruptive quality to them, a sort of seditiousness. They are simultaneously demure and outrageous, turning the wearer into a walking event.”
Despite the brand’s soaring popularity both at retail and on the red carpet — fans include everyone from Keira Knightley, to Dakota Johnson, Jennifer Aniston and Ruth Negga — Cave has been treading cautiously when it came to growing the brand’s offer.
Her aim is to

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Via:: https://wwd.com/fashion-news/fashion-scoops/the-vampires-wife-cult-following-global-retail-hit-netaporter-capsule-1203055050/