You Won't Believe How Fashionable John Lewis Has Become
We heart John Lewis. Always have, always will. It's where we go to perve over fine china, blenders and lamps; and it's our destination of choice when it comes to shopping for Christmas presents or trying out the latest gadgets in relative peace. John Lewis has always been a chic, safe place—but it's never been the highest up on the list in terms of buying into directional fashion. Sure, there's no shortage of great in-house and branded pieces available, but when you've got a Zara addiction as fervent as ours, then you see what we mean.
But that could all be about to change. In fact, early signs of booming womenswear profits are proving it already. Just over a week ago, John Lewis launched a new luxury brand from its own design team, Modern Rarity, which is headed up by Jo Bennett, head of womenswear buying, and Iain Ewing, head of design, with a focus on timeless, top-notch, modern and minimalist staples that all girls' wardrobes could benefit from. They've even paired up with London-based shirt maestros palmer//harding to bring you a definitive collection of perfect button-downs at a seriously impressive price point: The design duo's wares usually come in at around £300.
It's essentially all about quality over quantity, and the memo has clearly reached the fashion masses: Drapers report that JL's womenswear sales were pumped up by 5.6% during the first week of the collection in store and online.
Don't know it yet? Keep reading to see—and shop—the chicest new addition to your Great British High Street…
Courtesy of John Lewis
Love the look of Modern Rarity? Go through the gallery below to shop our favourite pieces available now.