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 straying from the original concept of low-priced clothes for teenagers, needing 'more polish', as they 'had a Biba flavour but lacked the retro details that the original Biba designs had.' Freud's second attempt, Autumn/Winter 2007 was also panned as 'the kind of thing that's already over-available in fast fashion chains.' Freud left the company after just 2 seasons in June 2007 to relaunch her own label. The Biba relaunch failed and the company went into administration for a second time in 2008. House of Fraser bought the company in November 2009 for a second relaunch by an in-house design team, announcing Daisy Lowe as the new face of the label. Hector Castro and a five-strong team were selected to replace Freud with couture hats created by Prudence Millinery. This relaunch was highly successful, outselling House of Fraser's other in-house brands in just two weeks of its launch, boosting its year end sales. Meanwhile, Hulanicki instead designed capsule collections for rival high-street company Topshop, and once again expressed her unhappiness with the relaunch, attacking the new Biba as "too expensive" and "for failing to reflect the original Biba style". She also signed with Asda to produce three to four collections of clothing retailing between £11 and £18. In 2014, it was announced that Hulanicki would be a consultant to the Biba brand, after signing an agreement with House of Fraser. Legacy A musical play called Biba: The Musical based on the story of Hulanicki and the original company was in the works in 2009. "Biba dresses" were listed by Leeds alternative rock band Grammatics Inkjet Lakes from their self-titled debut album. Biba's closing sale is mentioned in the lyrics of the Pet Shop Boys' track "Requiem in Denim and Leopardskin" (featured on the album Elysium). In the film Made in Dagenham (2010, set in 1968), the main character, Rita O'Grady, borrows a red Biba dress for her first meeting with Barbara Castle, only to find that the minister's outfit comes from C&A. "The Biba Crowd" by Edward Rogers In the film Bohemian Rhapsody (2018), 'Mary Austin' (Lucy Boynton) the former fiancé of Freddie Mercury', (Rami Malek), works at