Department store John Lewis has announced that it will be launching its first ever luxury ready-to-wear fashion label, Modern Rarity collection in September as part of a development plan for its womenswear proposition over the next five years.
The collection has been designed in house by Jo Bennett, head of buying and Iain Ewing, head of design.
The Modern Rarity collection will provide 90 pieces at launch and aims to create a contemporary look that that “offers relaxed confidence and celebrates femininity”, which will feature classy cuts, understated silhouettes and luxurious fabrics, as well as a soft colour palette.
Each season the collection will invite guest designers to put their spin on it with a limited edition range. For launch, the guest designers include Matthew Harding and Levi Palmer, both of whom are shirt designers trained at Central Saint Martins; prices will range from £100 - £150.
Buying director fashion for John Lewis, Ed Connolly, 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.
