John Lewis plans to turbo charge its fashion offer to be the leading high street name for mid premium clothing.
- Cutting edge designers brought in to target a style conscious younger age group, including thirty and forty somethings.
- Vivere, Savannah Miller's new brand to be stocked exclusively at John Lewis.
- 20 contemporary new brands will debut new collections in Autumn/Winter 2023.
John Lewis is aiming to become the high street and online destination for customers buying contemporary fashion by bringing in additional cutting edge designers to its branded offer.
The move is part of our strategy to increase the frequency of fashion spend and build its [growing] market share with a younger demographic - particularly among 30s and 40s.
It builds on our strong fashion sales during the last financial year and demonstrates our ambition to dominate the mid-premium market.
Each designer has been selected for their credibility in the fashion world with the aim of bringing real distinctiveness and authority to our style credentials. New additions include Olivia Rubin, renowned for its bold colour combinations, Sister Jane famed for their feminine dresses and (exclusive to JL) Batsheva x Laura Ashley a street style favourite which has already captured the imaginations of fashion editors and influencers.
In a new innovation, some of the new mid premium brands will be grouped together in a new in-store and online boutique concept. This aims to signpost our style conscious customers to a unique collection of emerging contemporary brands that are likely to interest them.
Commercial Director Kathleen Mitchell says, “We have long been the place where brands come to life, whether that is hosting global names or nurturing newcomers. Last year was our biggest year for fashion and we’ve seen a really strong response to Spring Summer - so we believe we are on the right track. Building on this momentum, we look forward to introducing more exciting new brands to our customers this Autumn, cementing us as the style destination for mid-premium fashion on the high street.”
Over the last twelve months, John Lewis has launched 109 new fashion brands across menswear and womenswear, including Soeur, Nobody’s Child, Aubin and Rag & Bone. For Autumn / Winter 2023, 20 more will join to supercharge the overall fashion offering for customers. These all sit alongside our roster of well-loved, mid-premium brands including Albaray, Hush, Whistles and Baujken, underpinned by our in-house designed own brand collections led by design director Queralt Ferrer.
Notes to Editors
Vivere:
Founded by designer Savannah Miller, Vivere (An Italian verb meaning to ‘live,’ ‘be alive,’ ‘last,’ ‘endure,’ or ‘live through) embodies contemporary femininity, defined by a sense of relaxed, timeless and functional elegance. The brand's debut collection delivers affordable, high quality, modern wardrobe staples.
Founder, Savannah Miller said: “Vivere delivers wardrobe solutions for women to create a feeling of her ‘best self’ with effortless confidence, we are all very excited by this brand and the products, it's been an incredible experience working with the team on bringing this to life”
Vivere will launch its Autumn/ Winter collection, in August 2023 in partnership with John Lewis, available at selected stores; Peter Jones, Oxford Street, Bluewater, Edinburgh, and Cheadle Manchester as well as online at www.johnlewis.com.
NEW BRANDS JOINING JOHN LEWIS
Batsheva x Laura Ashley
BATSHEVA is a New York-based ready-to-wear brand for women and girls. Founded in 2016 by Batsheva Hay, BATSHEVA plays with American styles of feminine dress – from Victorian to Pioneer; from Housewife to Hippie – by taking elements symbolic of restraint and repression (high collars, voluminous sleeves and skirts) and giving them a modern inflection. By retooling historical looks, BATSHEVA explores how to extract the strong and beautiful aspects of those styles while rejecting antiquated notions of womanhood.
Equipment
Since 1976 from its founding maison in Paris, Equipment has fused unparalleled French sophistication with an air of chic nonchalance. Equipment today calls upon the classic minimalism of the original collections through the use of noble fibres in its pure design, yet signifies modernity with its discreet sexiness and androgynous silhouettes.
Olivia Rubin
Olivia Rubin is inspired by a love of rainbows, creating a fun take on modern femininity. Focusing on signature prints and silhouettes that allow everyone of all sizes to look and feel their best. Since its relaunch in 2017, the brand has quickly grown in popularity, reaching worldwide markets and gaining recognition for its vibrant designs in a distinctive colour palette.
Rag & Bone
Since its origins in New York in 2002, rag & bone has established itself as a critical and commercial success in the international fashion world. Combining English heritage with directional design, the brand has become synonymous with innately wearable clothings that has an edgy yet understated New York aesthetic.
Rails
Founded in 2008 by Los Angeles native, Jeff Abrams, Rails has grown from a small label - started with just a single hat - into a full collection of women’s and men’s apparel. Sold at top international retailers and worn by a loyal following of celebrities and tastemakers, the brand has come to define a new classic heritage and relaxed sensibility. Rails is sold in over 30 countries by more than 1,300 retailers, including its own flagship stores in New York, San Francisco, Newport Beach, Paris, London and Amsterdam.
Sister Jane
Sister Jane is an elevated London label with romance and nostalgia at heart. Never the quiet one we combine whimsical eccentricity with a distinctive style signature. Pieces emphasise unique, unexpected details that are colourful, fresh and trend-led, while carrying a retro nod.
Soeur
Embodying what we are with taste, ease and authenticity. Feeling good here and anywhere. These are the principles of Soeur, a French women’s ready-to-wear label founded in 2008 as the instagrion of two sisters, Domitille and Angelique Brion, a contemporary duo driven by the desire to dress women of all generations. They draw on their memories, their travels and a quintessentially French notion of style to create delicate, accessible and comfortable collections, in colours that stand the test of time.
