John Lewis adds 49 new fashion brands in time for Spring
John Lewis has added 49 fashion brands to its roster in time for the spring/summer season.
John Lewis has added 49 fashion brands to its roster in time for the spring/summer season.
The new signings across women’s and menswear, which include labels favoured by Harry Styles and Alexa Chung, will see the department store retailer sell over 350 brands alongside its own-label ranges.
Customers will be able to shop from the likes of Dragon Diffusion, Second Female, NN07, Norse Projects, Theory, Summery Copenhagen and Fabienne Chapot in-store and online in the coming months.
It has also signed S.S Daley, a London-based label that received investment from Harry Styles last year.
The London-born brand is the second to have been introduced to John Lewis through its longstanding partnership with the British Fashion Council, following the launch of A.W.A.K.E Mode last year.
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The new menswear brands will sit alongside expanded ranges from existing labels, including exclusives from Barbour, Gant and Ralph Lauren’s ‘Polo Bear’ collection, as well as collections from The Kooples.
John Lewis’ fashion director Rachel Morgans said: “Our fashion range certainly isn’t ‘as it was’ – we’ve still got the quality that people value – but are introducing sharper designs from exciting new designers, which will make our customers sit up and take notice.
“Menswear in particular is becoming much more dynamic, as customers get bolder with their choices. Designs from the likes of S.S.DALEY are the types of pieces that make people stop and ask ‘where did you get that?’”
Morgans added: “While the essentials absolutely have their place, our customers love discovering new designers, so we’re constantly seeking out cool, trending brands.
“As part of this, the British Fashion Council continues to help us showcase some of the most exciting homegrown talent.
“As a billion-pound fashion business, we can offer designers a significant platform, helping them bridge the gap between the fashion crowd and nation-wide appeal. We’ve already seen brands like A.W.A.K.E MODE, Hayley Menzies and The Koople perform brilliantly, so are thrilled to welcome these newest additions with real star quality.”
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