By  on June 21, 2007

LONDON — Designer Bella Freud has quit Biba to focus on her own collection, which will be sold during London Fashion Week in September.

The new collection, called Bella Freud, will include cashmere pieces and T-shirts, and retail prices will range from $400 to $600.

"Even when I was working with Biba, I was doing my own collection on a minute scale. Now, I really want to put all of my energy into it. It's still going to be small, but it will reflect all my passion and imagination,&" she told WWD Wednesday.

"I had a really good time at Biba while it lasted,&" she added.

A Biba spokesman confirmed Freud left the company after the fall 2007 season, but declined to comment on her replacement.

The once-iconic label has been undergoing a relaunch with fashion entrepreneur Michael Pearce, the chief executive officer of Biba and creative director of the brand, which was founded in 1964 by Barbara Hulanicki.

Freud, who had been a consulting designer at Biba for three seasons, is not planning to stage a runway show during London Fashion Week. Instead, she'll show her collection as if it were an art exhibition during the run-up to London's Frieze Art Fair, which occurs Oct. 11 to 14.

"I didn't want to be a dot on the London Fashion Week calendar. I thought it would be better to show the collection more in the context of the art fair — and it suits my own timing,&" she said.

During the past few months, Freud also has been collaborating with the Belarus-born model and photographer Elle Muliarchyk. The two will be working on the exhibition together.

Muliarchyk, who bills herself as a guerrilla model, has made her name photographing herself at all hours of the day and night. She often photographs herself in the changing rooms of high-end stores, dressed in the most expensive clothing and using props and lights she carries in her handbag.

"She's mad and clever and totally up my street. The two of us just clicked when we met,&" said Freud. "We've been collaborating on nighttime shoots around London, and she's taken some amazing pictures. Both of our personalities are involved in the upcoming exhibition.&"In addition to the new ready-to-wear line, Freud has designed a capsule collection of cat-print sweaters for London's Dover Street Market. That collection will be available beginning at the end of this month.

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