As a means to rejuvenate its offer UK department store chain John Lewis has just announced the launch of more than 30 new fashion, beauty and accessory brands to its lineup for the new season.
Part of the makeover is the launch of a new athleisure category including brands such as Athleta, Adidas by Stella McCartney, Isle Jacobsen, Hornbaek and Calvin Klein Performance. This caters the current lifestyle trends of health and wellbeing and the fact that gyms across the UK are now open again.
In the womenswear sector John Lewis counts on new names such as British fashion label The Fold, online fashion brand Sosander, Les girls Les boys (founded by Serena Rees, creative director and founder of Agent Provocateur), Fat Face and small British pajama brand Their Nibs.
The footwear and accessories departments will soon stock Ganni, Fila and sheepskin slippers by Celtic & Co as well as Longchamp, Astrid & Miyu, Goddess Charms, Togetherband, Wanderlust + Co and Dinny Hall.
New menswear launches for fall/winter ’20 include New Balance, Barbour Wilderness Collection by Ben and Marina Fogle–an 'exclusive' to John Lewis. Soho vintage store Dukes Cupboard will curate an offer of vintage pieces from the likes of Stone Island, Stussy and Nike as well as an exclusive limited edition capsule.
“As part of the work we’re doing to modernize John Lewis, we’re introducing new brands that we feel really resonate with the needs of our customers at this current time whether that’s comfortable, stylish loungewear that’s smart enough for a Zoom call or skincare products that enhance their natural complexion. Our aim is to be the preferred fashion partner for brands,” says Christine Kasoulis, Fashion Director at John Lewis.