LONDON, 2015-7-6 — /EPR Retail News/ — Today, John Lewis announced the launch of a new collaboration with Bruce Oldfield, OBE. The Bruce by Bruce Oldfield capsule 60 piece ready-to-wear collection has been created exclusively for John Lewis by the leading British designer. This is his first ever collection for the UK high street and it will launch in nine shops and on johnlewis.com on 4 September. Fashion sales are currently +7.7% year on year at the retailer, with womenswear +12.3%.
The collection echoes Bruce’s signature couture handwriting with high-end attention to detail and design whilst being accessible for John Lewis customers. Prices range from £59 – £299.
The silhouette of the collection is typically elongated and nipped in at the waist whilst the more tailored pieces are relaxed and perfectly in tune with the updated 80’s workwear trend for the season. The monochromatic palette is flattering and is offset against warm blush tones with hints of metallic shimmer, perfect for the party dressing season. Fabrics are premium and feature delicate embroidery, smooth velvets and opulent silks.
Stand out pieces from the collection include the swan dress which has a structured silk bodice and appliqué metallic print detailing along with the striped monochromatic silk and velvet skirt that plays on dimension and proportion. The ‘Little Bruce Dress’, a black silk panelled piece is also part of the collection and would be an iconic staple for any wardrobe. For every ‘Little Bruce Dress’ sold, £20 will be donated to Barnardo’s, a charity close to Bruce’s heart of which he is Vice President. This reaffirms John Lewis’s ongoing commitment to the Barnardo’s charity having partnered with them in 2014 as part of John Lewis’s 150 year celebration.
Bruce Oldfield OBE said ‘I have spent the past 40 years building my own couture line and I am thrilled to announce my first high street collaboration with John Lewis. I wanted to create a collection for their customer that embodied my design ethos and attention to detail whilst also being accessible to a wider audience.
‘Bruce by Bruce Oldfield draws on my classic silhouettes with key pieces for any modern woman’s wardrobe; classic outerwear, juxtaposed tailoring and sumptuous eveningwear. The collection plays on a monochromatic palette, full of structure and texture and that is softened with a touch of cashmere.
‘I am so pleased to be working with John Lewis, a trusted British retailer that I have always respected and admired.’
Jo Bennett, head of womenswear buying at John Lewis said: ‘It has been a pleasure to work with Bruce and to create Bruce by Bruce Oldfield. It is such an exciting opportunity to build and create an entirely new brand that will sit alongside our other collections. We have worked incredibly hard together to bring the very best, quality and design to meet the needs and high expectations of our customers.’
Paula Nickolds, buying and brand director at John Lewis added, ‘This collection marks a new chapter in fashion for John Lewis; we are delighted to bring Bruce’s signature couture design aesthetic to our customers. The collection is the perfect balance between couture design and quality combined with ready to wear accessibility. We are also pleased we are able to support Barnardo’s as part of this collection.’
The Bruce by Bruce Oldfield collection is exclusive to John Lewis and will be available at John Lewis Oxford Street, Peter Jones, Birmingham, Kingston, High Wycombe, Brent Cross, Bluewater, Cheadle, Cribbs Causeway, Glasgow and on johnlewis.com. The collection is available in sizes 8-18.
Notes to Editors
John Lewis – John Lewis operates 44 John Lewis shops across the UK (31 department stores, 11 John Lewis at home and shops at St Pancras International and Heathrow Terminal 2) as well as johnlewis.com. It is part of the John Lewis Partnership, the UK’s largest example of worker co-ownership and all 30,000 John Lewis staff are Partners in the business. John Lewis, ‘Best Clothing Retailer 2015’ , ‘Best Electricals Retailer 2015’ and ‘Best Homewares Retailer 2015’¹, typically stocks more than 350,000 separate lines in its department stores across fashion, home and technology. Johnlewis.com stocks over 280,000 products, and is consistently ranked one of the top online shopping destinations in the UK. John Lewis Insurance offers a range of comprehensive insurance products – home, car, wedding and event, travel and pet insurance and life cover – delivering the values of expertise, trust and customer service expected from the John Lewis brand.
¹ Verdict Consumer Satisfaction Awards 2015
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