A designer collection favoured by X Factor star Cheryl Cole is now available in East Yorkshire, along with several other exclusive labels . . .

Michaela Brown and Cheryl Hakeney from Mimi

When Cheryl Cole walks down the stairs in The X Factor studio to take her seat on the judges’ panel, take a look at what she’s wearing. Chances are it will be ultra-feminine, but with a quirky edge.

It could even be a one-off piece by Olivia Rubin, currently Britain’s hottest young designer. Just 27, she has already worked with John Galliano, Jade Jagger and Alexander McQueen and her own collection is a favourite with current national treasure Cheryl. Supermodel Agyness Deyn, singer Lily Cole and presenter Fearne Cotton are also fans.

And now the Olivia Rubin collection  is available in East Yorkshire, exclusively from Hessle’s newest boutique, Mimi.

“Fearne Cotton was pictured in an Olivia Rubin dress that we had in the window and then it sold out right away,” says Cheryl Hakeney, who runs the Prestongate boutique with Michaela Brown, wife of former Hull City player Wayne. Cheryl is something of a TV star herself, for she’s a regular on Dickinson’s Real Deals.

“Cheryl Cole has worn quite a few of Olivia’s designs, including some one-offs created for her for The X Factor.

“We found her at a trade show and were drawn to her colours and designs because they’re so different and there’s nothing else like them.”

This season’s collection is inspired by 1930s New York architecture and features a bold tower of block motifs incorporated into dresses and tunics of various styles.

X Factor judge Cheryl Cole in a dress designed for her by Olivia Rubin

This isn’t the only collection favoured by celebrities that is now available in East Yorkshire with the arrival of Mimi.

Hudson Jeans, the American denim label worn by actresses Cameron Diaz and Jennifer Aniston, is here as is Famous Forever.  There are retro-style T-shirts emblazoned with product logos like Cherry Coke, Sugar Puffs and even I Want A Pony; on the face of it these might appeal to youngsters, but they’ve been seen on stars like Alesha Dixon and members of The Saturdays.  As well as these colourful T-shirts, Mimi also has an Almost Famous knitted dress with a huge jewelled bow, £115.

South African designer  Michelle Goldie’s label, Goldie, has feminine creations in abundance  silk, lace and beading and has been seen on actress Mischa Barton. Mimi has gorgeous dresses in blacks, greys and creams from £115 and lacy tops at £50. A black top embellished with huge sequinned starbursts is £95.

Also exclusive in the area to Mimi, Yumi has embellished dresses and tunics; a white lace and crochet dress, as worn by singer Lily Allen, is £60. Yumi is also a favourite label of Myleene Klass and Sienna Miller.

Mimi also has colourful silky dresses and snug woolly coats by Uttam and sequinned party designs in black, purple and silver by Darling, one of whose dresses was seen on TV last winter when worn by X Factor contestant Diana Vickers.