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John Lewis to Launch Luxury Womenswear Label

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John Lewis Modern RarityFor the U.K.’s John Lewis, less is more.

The department store retailer this week announced it would introduce its first-ever in-house luxury womenswear label in September in an effort to offer customers “fewer, better pieces.”

Dubbed Modern Rarity, the 90-piece autumn/winter collection comprises classic investment pieces such as a shearling coat priced at 900 pounds (about $1,200) and a cashmere trench coat for 550 pounds ($785) as well as more contemporary styles, like sequined skirts and oversized knitwear.

“To shape the Modern Rarity label, we set off with a mantra of ‘fewer, better pieces’, with the knowledge that our customers are wanting quality pieces that have design substance,” Jo Bennett, head of womenswear buying for John Lewis and co-designer of the new range, said in a press release. “We wanted to create a brand that could cater for everyday modern classics in a luxe way—pieces that are thoughtful, beautifully designed and crafted with care.”

To that end, the British retailer paired with Palmer/Harding designers Levi Palmer and Matthew Harding, enlisting the pair to lend their love of tailoring to five white shirts, set to retail from 100 pounds to 150 pounds ($142-$214).

The design duo told Grazia, “For a high street retailer to create a brand with this standard of design and quality is truly a rare thing—we’re really pleased with our shirts to have a part to play in this as it feels like the perfect fit.”

Bennett echoed, “I want our customers to feel that they are investing in a collection that celebrates and helps them to continue to build their own style.”

The John Lewis Partnership currently operates 46 John Lewis stores and 346 Waitrose supermarkets across the U.K., in addition to e-commerce for both. The business has annual gross sales of more than 10 billion pounds (or $14.5 billion).

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