John Lewis has unveiled its biggest-ever investment in fashion to date, which forms part of the department store’s bid to grow a £500 million own-brand fashion business.
Created by the in-house John Lewis & Partners design studio team and label, the new fashion collection will consist of 300 designs.
The first collection, for the autumn/winter season, features 800 womenswear pieces, handbags and accessories and goes on sale on September 4.
The retailer said it was investing in own-brand or exclusive products after own-brand womenswear ranges grew by 15 per cent in its last financial year.
John Lewis is aiming for 50 per cent of sales to fall into that category by 2020.
To grow its own-brand business John Lewis has made its largest ever investment in product development roles; recruiting 50 per cent more designers and 70 per cent more technologists.
“This launch is our most significant investment in fashion to date and builds on the successful launches of our stand-alone brands Kin, AND/OR and modern rarity,” John Lewis fashion buying director Christine Kasoulis said.
“It’s our next confident step in positioning John Lewis as a leading fashion destination.”