British retailer John Lewis launches its first-ever luxury womenswear label Modern Rarity. This new label aims to reach out to reach a more grown up customer base that is keen to invest in stylish and long lasting pieces.
Unlike high street that typically lasts for one season Modern Rarity offers longevity. Its debut Autumn/Winter 2016 collection, which will land on September 8, comprises 90 items that all are designed to look, and feel, expensive.
“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,” says Ed Connolly, buying fashion director for John Lewis.
John Lewis will collaborate with guest designers every season to elevate its collections with a handful of special pieces. For the AW16 collection it has teamed up with Levi Palmer and Matthew Harding of Palmer// Harding to create a capsule collection of five structured shirts.