Success of Biba label
The Biba range took 300,000 in its first week on sale and an impressive 500,000 in the first ten days.
Model Daisy Lowe has been chosen as the face of the brand, following her success at helping Peacocks improve its sales.
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Hide AdExecutive brand director for House of Fraser, Matt Chambers, said: "We chose Daisy Lowe as the face of the Biba campaigns because she is effortlessly stylish, unique and eclectic, but most importantly British.
"She also helps to make this iconic fashion label, with great heritage, relevant to our younger customers."
Ms Lowe will appear in advertising campaigns showcasing the collection of women's clothing, accessories, and jewellery.
The collection is exclusive to House of Fraser and available in 35 stores nationwide.