Last updated: May 26, 2012 12:17 am

Jubilee lines

Fitting tributes or tasteless trifles? A look at how brands are marking the Queen’s 60 years on the throne
Estée Lauder solid perfume compact

From the hotel chain offering a bottle of champagne to guests who are called Elizabeth, to crown-themed nail art, the Diamond Jubilee is the biggest marketing opportunity to hit Britain since ... last year’s royal wedding. The Centre for Retail Research forecasts the retail impact of the Jubilee at more than £500m but which brands should be knighted and which should be sent to the tower?

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Estée Lauder solid perfume compact

Estée Lauder solid perfume compact

 
Floris’s Victorious fragrance

Floris's Victorious fragrance

 
Dents' gloves

Dents' gloves

 
Bentley & Skinner necklace

Bentley & Skinner necklace

1. Estée Lauder solid perfume compact

Fly the flag with Estée Lauder’s solid perfume compact in Union Jack case (£320, www.harrods.com). Complete with 130 Swarovski crystals, this handbag-sized accessory will be perfect for freshening up amid the celebrations.

2. Floris’s Victorious fragrance

What does Buckingham Palace smell like? I’d hazard a guess at a mix of mothballs, pot pourri, lavender, wet corgi and silver polish, and wafts of fragrance by Floris: the British perfumer with a royal warrant. Now though, perhaps it will smell of the brand’s Jubilee eau de parfum Victorious (£99, www.florislondon.com), which brings together the five main fragrance families: marine, citrus, floral, woody and oriental to celebrate the spirit of Great Britain. The name seems a little out of date – but then perhaps eau d’austerity would have sounded rather less appealing.

3. Dents’ gloves

Dents has created a pair of gloves (£99, from Selfridges) based on a design it made for Queen Victoria’s diamond jubilee. If that seems old-fashioned, just make like Karl Lagerfeld and lop the fingers off.

4. Bentley & Skinner necklace

Loved by everyone from the Queen to Elizabeth Taylor, Bentley & Skinner is the jeweller of choice for that little extra something special. Nothing says regal like a neck adorned with jewels and, with diamonds estimated to weigh a total of 40 carats, this Victorian necklace (£97,500, www.bentley-skinner.co.uk) is quite the gem if you’re feeling flush.

 
Vivienne Westwood's red carpet capsule collection

Vivienne Westwood's red carpet capsule collection

 
Mytights' patterned tights

Mytights' patterned tights

 
Ede & Ravenscroft's starched collar

Ede & Ravenscroft's starched collar

 
Tiararama's crown

Tiararama's crown

5. Vivienne Westwood’s red carpet capsule collection

Regal motifs and British themes are critical to Westwood’s creations but the original punk designer uses them in a postmodern melange that removes any suggestion of being a slavish subject. Thus her red carpet collection features her signature corseted gowns that look as if they’re made from draped union flags but the fabric is aged and faded as if they’ve been through some sort of republican revolution (Union Jack dress £2,300 www.viviennewestwood.co.uk). Both regal and rebellious.

6. Mytights’ patterned tights

The Queen favours nude, sheer hosiery but that hasn’t deterred online retailer Mytights from offering opaque tights emblazoned with Union flags, crowns and horses by designers such as Henry Holland and Jonathan Aston (from £9.99, www.mytights.co.uk). Suitable for makeshift bunting perhaps?

7. Ede & Ravenscroft’s starched collar

Haven’t sartorial standards slipped since 1953? We’ve gone from top hats to tracksuits, from stockings to slankets ... Now, though, holder of three royal warrants and robemakers to the Queen, the Duke of Edinburgh and Prince Charles, Ede & Ravenscroft has come to the rescue with its Jubilee offering: its first new starched collar for 25 years (£8.50 for the collar, £135 for a bespoke shirt, www.edeandravenscroft.co.uk).

Clare Little, head of retail, says: “The design of the collar is influenced by classic British style and gives the wearer a contemporary look suitable for all formal occasions.” Smart without being pompous, it’s perfect for the summer season and like, say, Prince Charles’s wardrobe, is likely to survive the vagaries of fashion.

8. Tiararama’s crown

Wedding tiara makers Tiararama have designed this bridal crown encrusted with 3,270 Swarovski crystals in union colours and secured by light silver wire (made to order, www.tiararama.co.uk). Just remember that nothing, not even false eyelashes and a spray tan, will date your wedding shots faster than a Jubilee crown.

 
Max Factor's Cool Britannia Nails

Max Factor's Cool Britannia Nails

 
Hackett's Diamond Jubilee tweed

Hackett's Diamond Jubilee tweed

 
Barbour with Swarovski-encrusted Union Jack

Barbour with Swarovski-encrusted Union Jack

 
Asprey Corgi decanter

Asprey Corgi decanter

9. Max Factor’s Cool Britannia Nails

In a cunning ruse to sell three bottles of polish (£3.99 a bottle, www.maxfactor.co.uk) when previously one would have done, Max Factor is suggesting we all give ourselves red, white and blue nails: call it the English manicure. This fiddly tribute is for wimps: go for the full union flag facepaint or nothing!

10. Hackett’s Diamond Jubilee tweed

Hackett’s offering is certainly on message: a Diamond Jubilee tweed in grey, red and blue, woven in the UK and inspired by the Queen’s Scottish tweeds. It’s been made into a three-piece suit (jacket £475, waistcoat £150, trousers £195, www.hackett.com), scarf and carry-on bag (should you want to fly the flag while fleeing the celebrations) as well as picnic blanket for the Big Jubilee Lunch (a UK-wide event encouraging neighbours to have a picnic together).

11. Barbour with Swarovski-encrusted Union Jack

Think of Barbour and images of the Sloane set, Country Life and shooting weekends will spring to mind. But accessorised with a Swarovski-encrusted Union Jack, this particular version might just be more Essex than Chelsea. £245, www.selfridges.com

12. Asprey Corgi decanter

So it’s not strictly fashion, but jewellers Asprey wants us to drink to the Queen. And how better than with a glass of her favourite tipple – Dubonnet and gin? Serve on the rocks, just as Her Majesty likes it. £2350, www.asprey.com

 
Selfridges' The Big British Bang

Selfridges' The Big British Bang

 
Smythson Queen Bee notebook

Smythson Queen Bee notebook

 
Lily Oak Union Jack lock

Lily Oak Union Jack lock

 
Burlington Arcade Ring Room

Burlington Arcade Ring Room

13. Selfridges’ The Big British Bang

Selfridges is known for turning shopping into an experience, with frequent pop-ups and exhibitions and in addition to the Tiara shop, and the Big British Shop with its collection of Dents royal gloves, and other patriotic swag, the jubilee weekend will see a Corgi fashion show, traditional morris dancers, drummer boys and a special appearance from [drag act] Johnny Woo as Mary Queen of Shops. The store will also reopen its roof garden on May 31 for high tea by Daylesford organics and a dessert-inspired crazy golf course by Bompas and Parr. There’s also an exhibition called Britannica, curated by Judith Clark and featuring hats by Stephen Jones which shows outfits that would have been worn in the course of a day by a fashionable woman between 1951 and 1953. www.selfridges.co.uk

14. Smythson Queen Bee notebook

Full marks to Smythson for keeping this notebook simple and avoiding excessive regal motifs. £45, www.smythson.com

15. Lily Oak Union Jack lock

What does it mean to be British? Mulberry seem to know. It’s a nostalgic mix of seaside holidays, too-cool-for-school girl chic and candy colours. So they were never going to let an opportunity like the Jubilee pass unnoticed. However they’ve kept their tribute simple, adding a Union Jack engraving to the clasp on several of their bags. The good news is, this subtle addition means the bag will last long after the weekend’s celebrations. , £595, www.mulberry.com

16. Burlington Arcade Ring Room

For all blushing brides, Richard Ogden is re-opening the Ring Room, which has been transformed into a wedding salon, from 6th-9th June. With tiaras from Andrew Prince, no not to be confused with Prince Andrew, bridal gowns by Philippa Leply, shoes, wedding cakes and bespoke fragrances courtesy of Penhaligons, it’s a one-stop shop for those hoping to recreate a royal wedding of their own. www.burlington-arcade.co.uk

Additional reporting by Jane McFarland

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