John Lewis will launch a new “affordable luxury” womenswear label in September.
Modern Rarity seeks to offer an alternative to fast fashion, with a focus on sophisticated cuts and premium fabrics, such as Italian-spun cashmere and heavyweight sandwashed silks. Each style is designed to last for more than one season.
Created in house by head of buying Jo Bennett and head of design Iain Ewing, the autumn 16 collection comprises 90 pieces, including tailoring, separates and dresses. Prices will range from £50 for knitwear to £900 for a shearling coat.
It will launch in all stores and online on September 8.
John Lewis will invite guest designers to collaborate on each collection of Modern Rarity. For autumn 16, it will feature shirts designed by Levi Palmer and Matthew Harding, priced at £100 to £150.
John Lewis has also introduced into the collection a floral print from its archive that dates back to 1883 and has been re-imagined for autumn 16.