Mint Velvet goes higher-end with Mint Studio launch

Introducing more elevated collections is something of a trend at the moment and it’s being seen across the price spectrum. That could mean a mass-market brand offering a more upmarket line (such as Very’s recent The Very Collection) or even a high-end brand going ultra-luxe (like Charles Jeffrey’s move into couture). The latest news is from premium brand Mint velvet that has launched Minto Studio, an “elevated, luxury capsule”.

Described as “modern in energy, timeless in quality”, it’s intended to bring “relaxed glamour to its most elevated form. Combining bold design, modern energy and timeless quality, the collection is created with meticulous attention to detail and designed to live in and love for years to come”.

Pricing for comparable items isn’t that much higher than the main Mint Velvet offer (a suede jacket from the mainline being £285 compared to £325 for Studio, or a coat from the mainline being £250 compared to £350 for a Studio coat).

But importantly, there are more expensive pieces not found in the mainline offer, such as the highest-priced cream Toscana sheepskin coat at £900.

The collection includes “perfected leather jackets, precise tailoring, injections of bold red, commanding zebra print” and that Toscana sheepskin coat, described as “the ultimate outerwear investment to cherish”.

While the collection also includes daytime separates, evening pieces, bags and shoes, coats are a key category for the brand and only last month it unveiled its Icons Collection, featuring a range that celebrates the brand’s most popular outerwear in a campaign fronted by group of “inspiring women”.

Product director Harri Rands said the time: “This is the moment for Mint Velvet to claim its place as the destination for outerwear. Where considered, versatile design meets modern life, with proven success in leather and suede we bring a unique balance of quality, detail and value to every piece.”