Tesco is launching a new “ageless” womenswear collection called Julia, which will be rolled out towards the end of the summer.
Supplier Coppernob has designed and produced the autumn 12 collection, which at launch will comprise 11 styles ranging from crochet-collar blouses and printed tunic dresses, to “miracle” body-con dresses and dresses with embellished necklines.
The palette is based on jewel tones of purples, greys and blues.
Price points range from £20 for a blouse to £30 for dresses.
Coppernob design director Angela Gilbey told Drapers the team had conducted extensive research while putting the collection together to ensure it was meeting what they identified as a gap in the market.
The cut has been specifically designed to flatter and create “feminine silhouettes”, which enhance “the right curves”, she explained.
“We created our own brief. Our muse was Julia Roberts at the polo match in the film Pretty Woman, where she is kind of ageless. You don’t turn a certain age and decide to change your whole wardrobe, so this collection has been designed with attitude in mind, not age.”
“This is an elite brand within Tesco.
It isn’t expensive but it feels very different from the more price-aware range,” Gilbey explained.
Although the collection is “starting small”, Gilbey said she anticipated broadening the offer to include trousers, tailoring, footwear and accessories.
It will initially launch exclusively online, but with a view to pushing out successful styles in-store.
London-based Coppernob already supplies clothing for Tesco’s F&F brand; it also created Dorothy Perkins’ Billie & Blossom range, the Kate Thomas own label for Debenhams and Zuzi Zuzi for New Look.
“The success we’ve had with those was confirmation that we were able to create brands for different retailers,” said Coppernob owner Gifi Fields.
“Great design is about cut as much as anything else. It’s about how something fits and how it reacts to the female form. Julia is specifically created to complement the female form. I know all clothing is meant to do that to some extent, but I think sometimes it gets lost.”
Julia will launch on the Tesco Direct website towards the end of August.