John Lewis is introducing a host of new brands for the spring/summer season, including one backed by singer Harry Styles.
The department store group will carry 49 new brand signings for the season, taking the total number it sells to approximately 350, on top of own-label.
The new arrivals at John Lewis include S.S. Daley, founded by designer Steven Stokey-Daley, which Styles invested in last year.
John Lewis fashion director Rachel Morgans said: “Our fashion range certainly isn’t as it was. We’ve still got the quality that people value but are introducing sharper designs from exciting new designers, which will make our customers sit up and take notice.
“Menswear in particular is becoming much more dynamic, as customers get bolder with their choices. Designs from the likes of S.S. Daley are the types of pieces that make people stop and ask ‘where did you get that?’”
S.S. Daley is the second brand to be introduced at John Lewis through its partnership with the British Fashion Council.
Morgans said: “While the essentials absolutely have their place, our customers love discovering new designers so we’re constantly seeking out cool, trending brands. As part of this, the British Fashion Council continues to help us showcase some of the most exciting homegrown talent.
“As a billion-pound fashion business, we can offer designers a significant platform, helping them bridge the gap between the fashion crowd and nation-wide appeal.
The new brands will go on sale throughout the season.
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