Rosemary Mac Cabe

Hemlines, heels and haute couture – your daily dose

Yasmin le Bon fronts Monsoon S/S 2013

Can supermodel Yasmin le Bon turn Monsoon’s ailing fortunes around?

Tue, Mar 12, 2013, 12:43


The British-Iranian mother of three (and wife to Simon), Yasmin le Bon, has been announced as the face of Monsoon‘s S/S 2013 campaign, which marks 40 years for the British brand – which has recently applied for examinership following a tough few recession-battered years of sales.

It’s unlikely that one campaign will save the chain, which employs 269 people in 18 shops in the Republic, but there’s no doubt that the photographs – shot in Rajasthan by Anders Overgaard and styled by Bay Garnett – make the clothes seem very appealing.

In the Republic at least, Monsoon’s main problem seems to be the perceived unfairness of its euro-sterling exchange rates; a £159 dress on the website quickly becomes €245 when euro is selected as currency of choice. This is a price hike of €60 on the direct conversion – even factoring in the cost of trading in Ireland (higher rents and higher wages are often cited as reasons for exchange-rate discrepancies), that’s a fairly substantial jump.

These are beautiful images, and I frequently see items in Monsoon that I would consider buying, but the only time I’ve parted with my hard-earned cash, I did so in Belfast, where it went a lot further.