John Lewis aims to capture Modern Rarity with luxury designer brand

Josh Martin
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John Lewis to unveil new “affordable luxury” collection for women (Source: Getty)

John Lewis has created its first ever luxury womenswear label in a bid to offer its customers “fewer, better pieces”.

Called “Modern Rarity”, the label aims to position wardrobe staples like trousers, sweaters, coats and bags as unique pieces. Every season, the label will take a “fresh look” at women’s clothing trends and will create designs that can be worn in different ways.

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Jo Bennett, head of womenswear buying for John Lewis and the co-designer of the range, said:

“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.

“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.

“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.”

Modern Rarity’s debut collection, which is comprised of 90 items, will be launched on 8 September.