It was a sad, sad day in the fashion kingdom the moment it was announced that the Luella label was to cease trading. A mere baby in the fashion game, Luella began life just ten short years ago and promptly became one of the fashion elite, boasting fans such as Kate Moss, Alexa Chung and Gwyneth Paltrow.

Just last year, founder, Luella Bartley won the prestigious Designer of the Year award for her classic, quirky and somewhat eccentric British style; thus making it unmanageable to comprehend this sudden disappointing halt to production. Without the backing, Bartley’s sixties inspired SS ’10 collection - showcased merely months ago to rave reviews - will now most likely never be made, disheartening women on a global scale.

This is not a story of poor business/fashion fusion. Unfortunately, this fashion fairytale has credit crunch written all over it and sadly looks to be following in the ranks of Yoji Yamamoto and Christian Lacroix, who also became victims of the recession this year.

Rumour has it that there are several options open for the fading label, but it is yet to be proclaimed exactly what these are. Further collaborations with the high street, maybe? Expansion into home wares a-la Cath Kidston? - You just know Luella bedding would be A-mazing! Speaking recently, Bartley confessed “I love the Luella character and hope that after we have survived this challenging time the Luella girl can have an exciting future ahead of her, whichever incarnation she takes on next”. Phew! Apparently, this is not the end.

Meanwhile, Luella.com continues to sell current remaining stock at a thirty percent discount and some SS’09 stock with a whopping fifty percent off. Time to cash in on a little piece of fashion history, although we will still be crying at the check out.