Reiss has hired a former head of buying designer brands for Selfridges as part of its drive to be the only “luxury” high street brand.

Lina Basma has been appointed head of buying to reinforce its luxury credentials. The move comes as Reiss unveiled its new 1971 collection last week. The collection includes 250 pieces and is a more casual line.

Brand director Andy Rogers said: “We want to be the only luxury brand on the high street,” adding that its jeans would be made to designer quality but start at £79.

1971 will have a viral launch with a homepage in place ahead of the range going into stores in August to tell directed customers about the collection,

Reiss will relaunch its website in August to offer its entire product range for the first time.