John Lewis has announced that September will see the release of their collaboration with British fashion designer Alice Temperley. The 60 piece collection, named Somerset after Temperley’s home county, will go on sale 4^th September in 29 selected stores across the UK. This is the first collaboration for the UK high street. The range will feature the brand's familiar signatures, from Victoriana accents and lace embellishment to military hardware. 

"This collection marks a new chapter in fashion for John Lewis. This will be one of the most iconic collaborations the UK has ever seen."

Peter Ruis, Brand & Buying Director, John Lewis

Prices will range from £29 for a scarf to £1,000 for a sheepskin coat. Creating a more affordable collection means that the designer pieces will be accessible for a wider range of customers. Temperley stated;  “I know a lot of people who can't afford high fashion but appreciate well-made, wearable clothes. John Lewis is a great partner as it stands for quality, and is a trusted staple in everyone's lifestyle." A great recommendation from a highly respected designer.

"Working with Alice has provided us with a unique opportunity to launch and build an entirely new and exclusive brand. The quality, design and fabrication meets the high demands of both Alice Temperley and John Lewis customers."

Jo Hooper, Head of Womenswear Buying, John Lewis

This continues the trend for high end designers collaborating with high street stores. Is this a reflection on current economic times or just a great way for designers to get their names seen and worn by a much wider range of shopper? John Lewis’ tie up reinforces comments made by its chairman Charlie Mayfield at the Cloud Retail Week’s conference in March, when he spoke of the importance of products that can’t be bought elsewhere. If John Lewis needed proof that these designer collaborations work, they need only look at H&M who have collaborated with the likes of Stella McCartney, Jimmy Choo, Lanvin, Versace and Marni, creating mass hysteria at all range launches. These collaborations are the perfect way for guilt free designer shopping and now I can’t wait until September!

Marni for H&M 2012.

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