Busy times for Tutti with the lifestyle/jewellery brand launching its first womenswear range just weeks after unveiling a major rebrand and appointing former Whistles managing director Helen Williamson its own part-time boss.

Tutti founder Kate Rose worked with designer Amy Whitfield on the new curated fashion collection “designed for the modern woman”, called simply ‘The Edit’. The range has launched exclusively in its recently-opened concept store/design studio at Harbour House in North Shields.

The Edit features hero pieces such as sets, tailored trousers, textured knits, crisp shirts, alongside statement pieces including a suede blazer and drawstring bag.

Each piece “uses timeless silhouettes and clean lines” produced in high quality fabrics such as wool cashmere and suede, pure cotton and denim. Presented in neutral shades of white, camel, navy and chocolate brown, the collection “works for desk days to social evenings, a yoga class or lunch with the girls”.

Rose said: “The Edit is all about accessible luxury and effortless dressing. I wanted to create a capsule collection that the modern Tutti woman could wear on repeat all the way from Monday morning to Sunday markets, with beautiful pieces that make dressing the easiest part of the day.”

Whitfield added: “This collection distills each piece down to its most essential form. Working with Kate, we focused on creating garments that feel effortless but are anything but simple in their construction. Every detail serves a purpose.

“We curated this collection around pieces we both reach for constantly. The white shirt that works with everything, the suede jacket that adds instant sophistication, the jumper you never want to take off. These are the foundations of a modern wardrobe.”

Visitors to the new Harbour House concept store can see the Tutti designers at work in the studio, where the brand’s jewellery line is also designed.

Williamson, fulfilling her new role as Tutti’s ‘fractional managing director’, also said: “The launch of [our] first womenswear collection is such a pivotal moment for the brand.

“I loved Kate’s idea for a concept store, and seeing this brought to life in North Shields has been incredibly inspiring. The store provides opportunities for all the Tutti team to engage with our customers in person and receive direct feedback on pieces within the collection, which is invaluable to us as we look to the future.”