From left: Bag, Jonathan Kelsey. Full-circle skirt and top, Jonathan Saunders. Trench, Preen. Red dress, Preen. Blue Cutaway dress, Jonathan Saunders. White belted dress, Jonathan Saunders. Tie-die top and white skirt, Jonathan Saunders. Black courts and bag, Jonathan Kelsey. All /Edition at Debenhams.
Designers at Debenhams' new venture, named /Edition, aims to bring contemporary designers to the high-street by showcasing two to four new lines at any one time and adding more each season- providing a platform for new emerging designers to create a fresh, more current collection. Hotly anticipated since it was announced in October, /Editon launches tomorrow in a Pop-up Shop at 8 Newburgh Street (just off Carnaby Street) where visitors can browse the new line in a black and white boutique setting, with painted furniture and the chance to be photographed with their purchases and can leave messages on a dedicated wall. It will then be rolled out in 30 stores nationwide from 14th February- kicking off with pieces from Jonathon Saunders and Preen while Jonathan Kelsey will provide the accessories.
As Debenham's first footwear specialist, expect Kelsey's shoes and bags to have a new take on classics which can take you from day to night. Speaking on the new collection Kelsey said "Debenhams has a large shoe offer so it's been interesting to really study what the customer likes and them offer them something new, while keeping the DNA of my mainline at the heart of the design."
Preen designers Justin Thornton and Thea Bregazzi offer trench coats and cocktail dresses with modern separates mixed in "what was interesting for us is that it was for a slightly new market for Debenhams, we haven't focused it on one particular woman- we've thought in terms of how to do clothing that fits into a modern woman's wardrobe...the leather jacket has that sense of rock and roll but then it's got the femininity with the ruffles and draping" Justin noted.
Jonathan Saunders drew inspiration from" fine art from the 60s and 70s.. different artists that used strong acid colours together with neutrals and that was kind of the starting point" to create a capsule collection of around 35 pieces featuring structured sheer and cutaway dresses,belted at the middle and full circle skirts of blue and white.
Come Autumn, Roksanda Ilincic will join ranks, promising "a touch of my signature luxury that is within everyone's reach."