John Lewis is launching a campaign ahead of International Women’s Day, inviting designers, producers and emerging women-led brands to join “John Lewis & Sisters” and have their products stocked for Christmas.
The retailer is changing its name to reflect the campaign on social media from 8 to 10 March, and says it will be a platform for women to share their talents, stories and ideas with buyers as it searches for more makers.
Any brand can put themselves forward, with details of how to apply found on the business’s International Women’s Day hub.
Shortlisted companies will move to a second pitch-style round before the final line-up is selected, according to the department store.
Finalists will be given the opportunity to become a stockist in John Lewis stores for Christmas.
Alongside the rebrand, John Lewis has created a collage celebrating all the women that have shaped the brand for 160 years.
The image reflects the makers of its past, present and future, with figures including the late Sarah Lewis (John Lewis’ wife) and make-up specialist Charlotte Tilbury.
An exclusive live artist installation will be displayed through the windows of the John Lewis Oxford Street store on the morning of International Women’s Day (8 March), and in the Peter Jones store in Sloane Square in the afternoon.
The company’s stores will also celebrate the occasion with live events, experiences, offers and treats for shoppers on the day, including DJ sets and performances from famous female talent such as Charlie Hedges and Gemma Cairney.
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Additionally, the chain is supporting The Prince’s Trust #ChangeAGirlsLife campaign to help young women build better futures for themselves.
Under the campaign, it is offering £25 off women’s fashion rental from 4 to 10 March, with donations providing support to help improve the futures of these women.
John Lewis Partnership customer director Charlotte Lock said: “For 160 years, women creators and makers have been at the heart of John Lewis – from era defining designers to our incredible partners.
“We’re still partnering with incredible makers and are looking for the next generation, by inviting talented female business owners to come and help us shape the future of the John Lewis brand.
“Our beautiful collage to mark International Women’s Day and the campaign launch celebrates everything our women collaborators – past and present – have achieved. The bold, striking colours of the campaign reflect the strength, energy and boldness which is central to the John Lewis brand.”
The news comes after John Lewis Partnership’s operations director recently claimed the business was creating “better quality jobs”, despite its plans to reduce headcount by 11,000 during the next five years.
John Lewis Partnership’s operations director Naomi Simcock said the retailer’s investment into driving efficiencies across certain areas of the business had allowed it to create more purposeful roles.
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