LONDON — British retailer John Lewis has created its first in-house, women’s luxury collection of wardrobe staples, its biggest-ever investment in women’s wear. The Modern Rarity range, set to launch Sept. 8, has been designed by Jo Bennett, head of buying, and Iain Ewing, head of design.
For the launch, the company has teamed with Palmer Harding designers Levi Palmer and Matthew Harding on five white shirts that feature the brand’s innovative patterns and draping. Going forward, it plans to invite other designers to collaborate on the range.
The 90-piece collection features outerwear and separates and will be updated seasonally. Prices range from 50 pounds, or $71, for a jersey roll neck to 900 pounds, or $1,275, for a long shearling coat. It will be sold in store and online.
“Developing the John Lewis women’s wear proposition is a major strategic priority, as this is the area of the business we want to grow the fastest in the next five years,” said Ed Connolly, buying director of fashion. “We’ve been building our fashion authority in recent years through our own labels, using designer collaborations and our in-house design team to great effect. Modern Rarity takes this ambition on again and represents our biggest ever investment in women’s wear.”
Connolly added:“the customer dynamic has shifted in recent years. The trend for fast fashion is fading, and today’s customers desire beautiful design and great quality pieces that transcend seasons. Modern Rarity offers a new way of shopping for women, moving away from the two-gear dynamic of spring and autumn to focus on timeless style, providing them with a collection and palette they can style to become their own.”