Mimmi and Hannah, stars of the current Miu Miu campaign no less, backstage at new label Veryta. Photography by Anna Bauer

Report by David Hayes

Picture the scene: a string quartet, Claridge’s ballroom, gilt chairs and a cast of new top models. Yep, such is a ‘presentation’ for a fledgling label on the opener of London Fashion Week these days.

And the name raising the fashion week bar to these dizzying heights? Veryta, a new luxury Italian line by illustrator and designer Tanya Ling.

But this is not just any old new label; it is one backed by Italian silk-weaving magnate Filippo Binaghi and YSL’s Stefano Pilati. All that and a charity angle, too: 50 per cent of profits and 10 per cent of sales will go to poverty-alleviating projects such as educating children in India.

“I wanted the collection to be like Chanel couture when Coco was alive,” said Ling after one of the three presentation shows.

Cue a refined collection of 19 outfits that include impeccably cut trouser suits, satin jump suits, high- waist shorts, spare shift dresses and white shirts, all run up in an array of silks, naturally. “We had to party with what we had,”joked Ling.

In far less refined hands the look could have become more ‘dressmaker’ than ‘haute couture’, but Ling’s fabrics, finish and detail give the clothes a fresh simplicity.

“People have been pleasantly surprised how good the prices are,”said Ling of the all-silk range. Well, after all, some of the price tag does go to a good cause.

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