Debenhams has announced the addition of four new designer names to its fashion range – Jonathan Saunders, Preen, Jonathan Kelsey and Roksanda Ilincic, who will be working with the retailer on a fresh new concept called Edition.
Edition will be fluid, allowing Debenhams to bring both the fashion industry`s emerging and established talent to shoppers. However, unlike other competitor collaborations, these designers will work with the retailer for a minimum of four seasons. The concept will debut in stores and online in spring/summer 2011 with clothes from Saunders and Preen and an accessories offer from Kelsey. Ilincic will join the other designers with her collection in the autumn/winter 2011.
In store, Edition will cover approximately 500 sq ft of space across 30 stores. Glass and monochrome fixtures will be finished with premium chrome fittings, providing a clean, gallery-style space that will make the clothing the focus. The launch further supports Debenhams` strategy of shifting the balance towards own bought product ranges, underlining the department store`s position as the home of well-priced, accessible design.
Michael Sharp, deputy chief executive, Debenhams, said, “Edition is the perfect vehicle to introduce new creative talent with the goal of finding the next generation of Designers at Debenhams. We are delighted to be working with Jonathan, Preen, Roksanda and Jonathan. Through this partnership, more customers than ever before can have access to great British design from more of the country`s most critically acclaimed designers.”
Jonathan Saunders said, “I am thrilled to be a part of this exciting new collaboration with Debenhams Edition. The goal was to create a collection that was simple, modern and wearable with a focus on clean cuts and fresh colour.” Saunders` collection is a capsule collection of approximately 35 pieces with a clean understated feel. His offering uses fresh colours and prints to create a wearable range with his true handwriting.
Preen for Edition is another capsule collection offering directional but accessible clothing, embodying the intricate detailing associated with the Preen brand. Complimenting this will be a range of modern separates giving customers the opportunity to mix and match.
As Debenhams` first footwear specialist, Jonathan Kelsey features a range of accessories including shoes and bags that can be used from day through to evening. The collection delivers the designer`s signature style while offering something new and directional to the Debenhams customer.
As well as the aforementioned designers, Roksanda IIincic`s Edition collection will land in stores in autumn 2011.
Debenhams is a leading department stores group, and has a strong presence in key product categories including women`s fashion, luggage, home décor and more.