John Lewis has launched a new womenswear brand following the company’s new visual identity – and if the previews are anything to go by, we’re already big fans.
Today (4 September), the British department store will unveil its new logo, carrier bags and name. John Lewis & Partners, as it will be known from now on, will also be introducing a shiny new womenswear collection right on time for A/W 18.
The range will consist of some 300 pieces and bring together many of the company’s in-house-designed labels including the very successful Kin and Modern Rarity. The new garments will be created by a solid 12-man design team made up of colour forecasters and design experts with an impressive history of experience. In fact, John Lewis & Partners have already promised that the collection will be heavy on style-led staples and completely ‘free of fashion gimmicks.’
Iain Ewing, John Lewis’s head of design, has stated that he wants to provide customers with a sense of freedom. ‘Fashion can be very prescriptive,’ he said. ‘We wanted to inspire creativity for our customers in how you wear silhouettes and colour together.’
Speaking to Vogue earlier this summer, Ewing explained how they picked the pieces for the collection, saying: ‘We’re an inclusive business, not a dictatorship – it’s not about telling people, “this is a must-have.” It’s about tools; not rules. The only thing we asked ourselves was, “Could you wear this, could your mum wear this?”‘
As stated on their site, the new John Lewis & Partners collection will feature contemporary clothing and accessories with strong, clean lines. The leading ethos for their aesthetic, however, is to create distinct colour groups that include both the building blocks of every wardrobe and vibrant stand-out pieces that add a finishing touch – be it for the Autumn/Winter season or the Spring/Summer season.
But like any collection, it has its standouts. Here, we’ve picked out five favourites we’ll definitely be ordering.