Biba in the mid-1990s with Monica Zipper as head designer. Barbara Hulanicki has not been involved with any of these relaunches, and due to the use of Biba's logo and similar labels, these garments are easy to pass off as original vintage pieces. The Biba label was relaunched again in May 2006 under designer Bella Freud. Again, Biba's founder, Barbara Hulanicki, was not contacted for the relaunch and said it was 'very, very painful', believing that the new Biba would 'betray its heritage.' Freud's first collection Spring/Summer 2007 was unveiled at London Fashion Week in September 2006, and was criticised for
Biba logo was seen on everything: from clothes to food, to wallpaper. Biba's layout was innovative and was set to enhance the clothes rather than just to hold them. The clothes were also displayed in an unusual manner, from the beginning hanging on coat stands. Since coat stands can not hold a lot of clothes many were needed. Fitz shopped for them all year round, so that he could secure as many as they needed in the store, while ordering hundreds more. Biba was also the first store that let customers try makeup before buying it. This started an unusual routine;