Designer Ben di Lisi has launched a casual collection called Principles Weekend, which is being stocked in 60 Debenhams stores across the UK from this week.
The 75-piece range, which sits under the main Principles by Ben de Lisi brand, features preppy dresses, knitwear, denim and separates and is fronted by model Sophie Dahl.
Speaking to Drapers, Di Lisi said: “There is a dedicated following for Principles, but I felt she [the Principles customer] needed a more casual and denim-driven collection. It is influenced by [New York state area] The Hamptons and a preppy US style. It has elements of boho, but it’s slightly more polished. Style-wise it feels a bit like J Crew, but without the high price point.”
The range, which will cover 47,000 sq ft of Debenhams sales space, was launched on the back of the growing trend towards more casual fashion on the UK high street and catwalks.
Di Lisi argued that people dress more casually when they have more money to spare. “There has been a real wave of casual fashion recently and I believe it has to do with the boost in the economic climate. People are having more holidays and not watching their pennies as much as they were. Things are a bit more relaxed.”
The line will launch in 65 Debenhams stores outside of the UK later this month, in countries including xxxxxx and xxxxx. Prices range from £14 for leggings to £65 for a parka.
The Principles brand disappeared from 400 high streets across the UK in March 2009 when its parent company Mosaic Fashions was placed into administration. At the time Debenhams bought the stock to safeguard sales in its stores, and later purchased the rights to the brand name.
It launched Principles by Ben de Lisi in February 2010.