The significant initiative is an important step in John Lewis’s ambition to build a £500m own brand fashion business, and for half of its products to be either own brand, or exclusive.  In 2017 sales of John Lewis’s own brand womenswear ranges grew by 15%.

The first collection (autumn/winter ‘18), which is built on the idea of individuality and the myriad ways the full collection of 800 bold and colourful womenswear pieces, handbags and accessories can be styled, goes on sale on 4 September.  

Christine Kasoulis, Fashion Buying Director at John Lewis said; “This launch is our most significant investment in fashion to date and  builds on the successful launches of our stand-alone brands Kin, AND/OR and modern rarity. It’s our next confident step in positioning John Lewis as a leading fashion destination.”

To grow its own brand business John Lewis has made its largest ever investment in product development roles; recruiting 50% more designers and 70% more technologists.

The new collection launches on Tuesday 4 September in all John Lewis department stores and on Johnlewis.com. Sizes 8-20 and prices will range from £10 for a cotton jersey tank to £250 for a cashmere coat.