Biba dominated London fashion from the mid-1960s, defining the dress and outlook of a generation. Celebrating the sixtieth anniversary of the opening of the first Biba boutique, this book takes a revealing look at Biba through the words and images of the people who were intimately involved with the company and its phenomenal success. Established in 1963 as Biba Postal Boutique—a small mail-order company selling inexpensive clothing for women and children—by 1973 Biba was a seven-story department store on London’s Kensington High Street.Customers could fill their wardrobe and furnish their home with Biba products; Biba had become the world’s first lifestyle label. Shoppers could buy a tin of Biba baked beans, take tea on Europe’s largest roof garden, or watch live music performances by the New York Dolls, Iggy Pop, and Liberace in the 500-seat Rainbow Room. Created by Barbara Hulanicki and her husband, Stephen Fitz-Simon, Biba was made in the image of its staff and customers.Selling up-to-the-minute and affordable clothing, Biba appealed to teenagers and young women of the postwar generation, becoming the fashion destination of the Swinging Sixties and Seventies. Biba was the place to see and to be seen; its doors were open to everyone, from the Rolling Stones, Marianne Faithfull, and Twiggy to David Bowie and Freddie Mercury. Biba: The Fashion Brand That Defined A Generation includes photographs by Helmut Newton, Sarah Moon, and Duffy, as well as never-before-seen ephemera from Hulanicki’s personal archive.Interviews with the people closest to Biba bring these images and objects to life, while recollections and anecdotes from Hulanicki herself shine a new light on the very personal nature of Biba as a business.