Kiki Byrne photographed while concealing her pregnancy. Although Byrne described her clothes as "exclusive clothes – at reasonable prices", Barbara Hulanicki, who went on to launch the original "Biba" boutique, remembered that one of Byrne's black dresses cost 20 guineas, which she thought quite expensive. Hulanicki would later recall how excited she and her friends were to discover Byrne designing the kind of nice, simple, youthful garments that they wanted to wear, but had difficulty finding. Byrne's designs, along with those of Foale & Tuffin, Sonia Rykiel, Quant, and Biba, were worn by the famously trendy Cathy McGowan on her influential music
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;