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 foals with long legs, bright faces and round dolly eyes." Hulanicki describes her customers as "postwar babies who had been deprived of nourishing protein in childhood and grew up into beautiful skinny people: a designer's dream. It didn’t take much for them to look outstanding." These women were mostly teenagers or twenty-year-olds, who wanted to have clothes that looked good on them. All the Biba girls remember how women over thirty years old were considered old in the Biba store, and probably felt isolated as these girls felt in other stores. The employees were from the same demographic; among them