Some launches call for a crowd. Herbert felt like it deserved a dinner.

Some launches are a long time coming. Herbert began last summer as an idea of Rickie Dee’s, without a big plan or a fixed destination. Over the months that followed, it became a label in its own right. There were fabrics sourced, samples refined and an pieces reworked until it was exactly right. On Wednesday 14 October, it finally arrived.

Herbert began last summer as an idea. Rickie Dee was coming off the break with fresh energy and wanted something creative to put it into. There was no big plan at the start. Within months, it had become a label in its own right, and on Wednesday 14 October, it launched.

For Superette, this is a milestone. Herbert draws on more than twenty years of buying and curating, and of knowing what women reach for and what they keep. “Herbert grew out of Superette rather than away from it,” Rickie says. “It has quickly taken on a life of its own, and I’m so proud of where it’s landed.” Seeing the first collection on our rails was a proud moment for all of us.