John Lewis has announced that it will be creating its first ever luxury womenswear label. Prepare to want it all!
Modern Rarity is aimed at a more grown up customer, and the result is a collection which looks far more designer than department store. Think quality buys in materials like cashmere, all created in muted, soft tones that will last far longer than just one season. The collection begins to drop in store on September 8th, but we’ve got a sneak preview for those of you who want to be first in line to snap up the timeless designs…
Speaking of the collection, Buying Fashion Director for John Lewis, Ed Connolly says: “The customer dynamic has shifted in recent years. The trend for fast fashion is fading, and today’s customers desire beautiful design and great quality pieces that transcend seasons.”
Price points for the collection are often over £100, but those high prices buy quality fabrics like cashmere. The cashmere coat pictured below is £550, but we you’ll be wearing it forever – it’s the ultimate timeless investment piece.
Alongside their own designs, each season John Lewis will be teaming up with a guest designer brand to create a few key pieces – giving the brand further desirability. Taking the honour first is Palmer//Harding, who have created a capsule collection within Modern Rarity of five structured shirts, starting at just £100. They’re pictured below and top of our wish list.
Modern Rarity begins to land in John Lewis stores and online from September 8th.