John Lewis & Partners adds more than 30 new fashion and beauty brands for AW20 as it modernises offer

Thursday 3 September 2020

As cooler weather sweeps across the UK and the new Autumn Winter season officially kicks off,  John Lewis announces the launch of more than 30 new fashion, beauty and accessory brands to its lineup for the new season.  The selected brands have been chosen because they respond directly to the new needs of the nation as customers are opting for more casual wardrobe choices and these brands will help modernise John Lewis’s offering.

With health and wellbeing still at the top of the agenda and gyms across the country now open, the collection also includes the launch of a new athleisure category - including iconic brands Athleta, Adidas by Stella McCartney, Isle Jacobsen, Hornbaek and Calvin Klein Performance.  The products have been incredibly popular with sales exceeding expectations.

Christine Kasoulis, Fashion Director at John Lewis said: “As part of the work we’re doing to modernise John Lewis, we’re introducing new brands that we feel really resonate with the needs of our customers at this current time whether that’s comfortable, stylish loungewear that’s smart enough for a Zoom call or skincare products that enhance their natural complexion.

Our aim is to be the preferred fashion partner for brands. We’re proud to be able to offer these fantastic brands a broader platform and network that enables them to reach even more customers. These new brands are designed to inspire and delight and will provide our own customer base with even more beauty and fashion options to shop at John Lewis.”  

New Womenswear launches for AW20

  • The Fold (July) - British womenswear fashion label providing luxury business attire
  • Sosander (August) - Online womenswear brand which was launched in 2016 by editor and publishing director of high street fashion magazine, Look
  • Athleisure (August) - Includes iconic brands such as Athleta, Stella, Isle and Calvin Klein
  • les girls les boys (September) - Founded by Creative Director and founder of Agent Provocateur, Serena Rees MBE
  • Fila trainers (September) - Retro trainer brand
  • Fat Face (September) - British lifestyle clothing and accessories retailer
  • Their Nibs (October) - Small British pyjama brand boasting hand-designed prints
  • Celtic & Co (October) - British Made sheepskin slippers

New Beauty launches for AW20 

  • Beauty Tech (August) - Introducing luxury beauty technology from MZ Skin, Foreo, Dermaflash, Beglow
  • Olaplex (August) - Luxury hair treatment

New Accessory launches for AW20

  • Longchamp launched online (July) - French luxury leather goods
  • Astrid & Miyu (June) London based contemporary jewellery brand
  • Goddess Charms (July) - Bespoke cosmic jewellery, created by hand in Northern India
  • Togetherband (July) - Sustainable luxury fashion brand
  • Wanderlust + Co (July) - Jewellery brand from Malaysia
  • Dinny Hall (August) - British jewellery brand

New Sport launches for AW20 

  • Peloton (August) - Global, interactive fitness platform and indoor exercise bikes
  • Apex Bikes (September) - Customised cycle brand
  • Arcteryx (October) - High-performance apparel, outerwear and equipment

New Menswear launches for AW20 

  • New Balance (July) - Fashion trainer brand
  • 'Exclusive to John Lewis - Barbour Wilderness Collection by Ben and Marina Fogle'  (September)
  • Dukes Cupboard (October) - Soho vintage store Dukes Cupboard will offer a curated edit of vintage pieces from the likes of Stone Island, Stussy and Nike as well as an exclusive limited edition capsule


About the John Lewis Partnership

The John Lewis Partnership owns and operates two of Britain's best-loved retail brands - John Lewis & Partners and Waitrose & Partners. Started as a radical idea nearly a century ago, the Partnership is the largest employee-owned business in the UK and amongst the largest in the world, with over 80,000 employees who are all Partners in the business. For all intents and purposes, the Partnership is a social enterprise; the profits made are reinvested into the business - for customers and Partners. John Lewis & Partners operates 42 shops plus one outlet across the UK as well as Waitrose & Partners has 337 shops in England, Scotland, Wales and the Channel Islands, including 61 convenience branches, and another 27 shops at Welcome Break locations. Waitrose & Partners exports products to more than 50 countries worldwide and has nine shops which operate under licence in the Middle East. The retailer's omnichannel business includes the online grocery service,, as well as specialist online shops including for wine and for plants and flowers. 


John Lewis & Partners

John Lewis & Partners Communications team
Tel: 0207 592 6994