John Lewis to launch And/Or fashion line

#John Lewis has announced, as reported by #Vogue, that they are launching another new luxury line in a select group of stores this week called And/Or. It comes on the heels of their other luxury line, Modern Rarity.

It has been created in collaboration with American LA denim experts #Calvin Rucker. It is a 90-piece collection that will focus on denim but has a whole list of other items to beef out its collection, including some statement pieces that will be created each season.

The vibe is intentionally laid back and channelling all things of a Californian feel. The range has a high street feel with a price tag veering on the upper end.

What will the collection consist of?

Iain Ewing, head of design of womenswear and accessories for John Lewis has said that they worked to create a collection of lines within the John Lewis branding to try to offer unique Fashion for their customers. He further commented that Modern Rarity (which launched last year), John Lewis' first luxury label, has been a huge success. This next launch is a carry on from that to discuss another need in the market for a more casual, day to day feel that has a nod to trendiness punctuated with statement pieces and loads of denim.

Ewing's outline for the collection is to create four basic mid-rise fits every season. The collection will include a skinny cut, a straight-leg, a significant other style, and an ankle-grazer design. Each season they will be created in different washes and materials to create a variety. Ewing stated that these styles, mixed with other basics and seasonal statement pieces will create an ageless, easy appeal that will charm any age group and is wearable by anyone.

Ewing went on to say that denim plays a key role in our current fashion wardrobe and has become a staple upon which we all rely. Denim and specifically, a great pair of jeans, is a treasured basic of most every wardrobe. The versatility is endless.

For that reason, John Lewis has marked denim as a key part in this collection. A fabulous pair of jeans is the go-to piece of the modern woman and invaluable in so many ensembles. John Lewis has certainly raised its style stakes in recent years and is on form to continue this trend. It will be truly interesting to see where they go from here and how this new dip into truly modern fashion continues.