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Ted Baker's British Invasion

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The British are coming…at least in fashion. London-based designer label Ted Baker—best known for sleek suits, impeccable shirts, and cheeky ads (one shows a green shirt morphing into the White House lawn)—just launched a womenswear line Stateside. (Its menswear collection, available at Baker’s Soho boutique as well as shops like Fred Segal and Bloomingdale’s, is already a smash here.) Fans of the new line, which features flirty floral shirtdresses and breakaway tailored tops, include Jill Hennessy, Sela Ward, and Vanessa Williams (800-735-7848 for locations). The invasion even extends to the restaurant world: The waitstaff at Daniel Boulud’s three NYC eateries will don Baker clothing. So what’s drawing buyers to the hipster-prep look? ”It’s a brand with a personality—it’s quirky, it’s got a sense of humor, it’s irreverent,” says Baker exec Jay Friedman. ”It’s for people who really pay attention to how their clothes fit.” Yeah, baby.

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