The collection is already generating excitement among buyers and in the media. Vogue has called Bethan a "knitwear star" and says "far from the oversized, slouchy knitwear currently dominating the high street, Juliff's designs are structured and feminine - inspired by the sculpted aesthetic of her designer heroes Alexander McQueen and Azzedine Alaïa."
By blending opposed ideas, the new collection is unique and contemporary but each piece has the feel of beautiful, classic knitwear.