Upmarket department store John Lewis decided to create its first luxury clothing line called Modern Rarity.
The 152 year old brand has now decided to take more modern approach to clothing, partnering up with new designers each season.
“We wanted to create a brand that could cater for everyday modern classics in a luxe way – pieces that are thoughtful, beautifully designed and crafted with care. I want our customers to feel that they are investing in a collection that celebrates and helps them to continue to build their own style.”
The first collaboration for the collection is with the London based brand Palmer//Harding. In 2012, Levi Palmer and Matthew Harding came together to design shirts, and by using ground-breaking techniques, the duo create contemporary garments that are modern and on trend, as well as practical for the professional woman.
Palmer//Harding have grown in popularity over the years, featuring regularly in major magazines publications, such as Vogue, Elle, i-d and many more!
“We set out to create a label that redefines everyday wardrobe staples in a luxurious way and Palmer//Harding felt like exactly the right partner for the first season. They share our values, loved our vision for the label and there is no better place to begin reinterpreting wardrobe staples than with the classic white shirt every woman needs in her wardrobe.”
– Head of design, Jo Bennett for Vogue.
The collection 90 piece range includes coats, trousers and shirts, all created with sophisticated cuts and luxurious fabrics, the prices of which range from £50 all the way up to £900!
John Lewis isn’t the only upmarket brand to surprise shoppers with a new luxury line. Rival company M&S are also releasing and Autumn/Winter range. The 20-piece work wear collection, named the Big Easy, consists of bespoke trousers, and elegant shirts.
John Lewis’ fashion buying director, Ed Connolly said:
‘Developing the 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.’
Modern Rarity launches in-store and online on the 8th of September. Will you be shopping?
Text: Afua Aidoo