John Lewis is launching a new “affordable luxury” womenswear label amid a drive to provide customers with alternatives to fast fashion.
The ‘Modern Rarity’ range is the department store chain’s first ever luxury ready-to-wear label, representing its “biggest ever investment” in womenswear.
Created in-house by John Lewis head of buying Jo Bennett and head of design Iain Ewing, the autumn 2016 collection will launch with 90 lines, featuring shirts designed by Levi Palmer and Matthew Harding.
Prices will range from £50 for knitwear to £900 for a shearling coat, with coatigans, trousers and bags all forming part of the new label, which will be created by guest designers every season.
John Lewis is also revitalising a floral print from its archives dating back to 1883 as part of the range, which launches in stores and online on September 8.
John Lewis buying director for fashion Ed Connolly said: “Developing the John Lewis 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.
“As well as constantly evolving the brands we carry, we’ve been building our fashion authority in recent years through our own labels, using designer collaborations and our in-house design team to great effect.
“Modern Rarity takes this ambition on again and represents our biggest ever investment in womenswear.”