For the past 10 years, Alice Temperley has been the go-to girl for 'beautiful people' in need of a fabulously feminine yet glamourous, show-stopping evening dress. Her eye for detail and use of intricate beading and embroidery on the finest silks and other such fabrics have helped her carve a niche and has brought her a plethora of celebrity fans such as Courtney Cox, Sarah Jessica Parker and Claudia Schiffer, to name but a few.

As Temperley's business enters a new decade, it is clear that the designer is ready to take on a new type of clientele. Last year, she hinted that the label would be expanding, and now we know what she had in mind - a diffusion line named, 'Alice'. The range, which is clearly aimed at style-savvy fashionistas, will feature playsuits, T-shirt dresses, broderie-anglaise dresses and silk halter-neck maxi dresses. Prices will start at £58 for t-shirts, £180 for dresses, and go up to £440 for an uber-soft leather jacket. Citing the gloomy state of the global financial affairs, as the inspiration behind the range, she explained: "We started doing it because of everything that is happening at the moment...Lots of friends can't afford the mainline prices but would still love to wear Temperley. So we wanted to offer a different price point."

Discussing how she came up with the ideas behind the pieces, Temperley told the Times: "Once we decided to go for it, I got 10 girlfriends to pack a bag of their favourite things they always take on holiday and bring them over. We put everything on a rail, and it was pretty clear what we all wanted out of it." As the time has come to now unveil the pared-down and casual basics that make up the diffusion line, Temperley has chosen three of the capital's rising stars to front the range; Leah Weller, Tali Lennox and Clara Paget. Between them, these achingly cool creatives in the making illustrate just how versatile and wearable the pieces from the line are. We expect that the diffusion range will be very well received by new and old Temperley fans. Indeed the lady herself is aware of the potential for success. "... There will be stand-alone stores soon, we're launching a big interactive website using all the latest technology," she said. "We're creating a whole world around it."

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