Sophie Dahl announced face of Principles Weekend

Department store Debenhams has announced the launch of Principles Weekend by Ben de Lisi, which is fronted by supermodel, Sophie Dahl. Principles Weekend is a casual addition to the Principles by Ben de Lisi brand and launches in 60 stores nationwide this week. The Principles brand disappeared from 400 high streets across the UK in March 2009 when its parent company Mosaic Fashions was placed into administration. At the time Debenhams bought the stock to safeguard sales in its stores and later purchased the worldwide rights to the brand name. With renowned designer Ben de Lisi at the creative helm, Debenhams brought back the British brand in February 2010. The new range is for a modern, stylish woman who appreciated quality, cut and detail.  Imagery of  Sophie Dahl will appear in windows across all stores the collection is launching in, as well as in-store and online. Sophie comments: "Within this collection there are some gorgeous muted pastels, soft slouchy trousers and grown-up ‘meet the parents’ dresses. A weekend bag packed for many an eventuality." The range will cover 47,000 sq ft of new sales space, with pieces available in sizes 8-20 and priced from £12.