John Lewis to launch first luxury ready-to-wear label
Due to arrive in stores in September, the Modern Rarity collection has been designed in house by John Lewis head of buying Jo Bennett and the company’s head of design Iain Ewing.
Featuring sophisticated cuts, luxurious fabrics and understated silhouettes, the label aims to create a contemporary look that that “offers relaxed confidence and celebrates femininity”. There will be 90 pieces in the collection at launch.
The collection will encompass pared back tailoring, luxurious knitwear and outerwear. The colour palette will be soft with muted and blush tones while fabrics will include Italian spun cashmere and heavy-weight sandwashed silks.
Modern Rarity will invite guest designers each season to collaborate and give their own twist and on the collection with a limited edition range. For launch, the label has invited Central Saint Martin’s trained, shirt designers Levi Palmer and Matthew Harding to design five contemporary white shirts, priced from £100 to £150.
Ed Connolly, buying director fashion for John Lewis, said: “Developing the John Lewis womenswear 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.
“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 is our answer to this and will, we believe, change the dynamic on the British High Street.”
Prices within the Modern Rarity collection will range from £50 for a jersey roll neck to £900 for a long shearling coat.
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