John Lewis launches in-house luxury label

London - Department store giant John Lewis is launching an in-house luxury brand promising fewer but better items.

The label, called "Modern Rarity" is John Lewis' first luxury womenswear brand in its own label portfolio.

Adopting a less is more attitude, the brand will be tightly edited to offer timeless fashion with style staples such as knitwear, outerwear, separates as well as accessories and unique pieces.

What is often seen in department stores own ranges is that 'filler' product completes a range, rather than focusing on key items. For example a t-shirt with a floral print may see the same print in four other jerseys, such as a long sleeve, 3/4 sleeve, vest top, etc. This is seen as complementary product for cross-selling, rather than focusing on more design-led range planning.

"To shape the Modern Rarity label, we set off with a mantra of ‘fewer, better pieces’, with the knowledge that our customers are wanting quality pieces that have design substance. We wanted to create a brand that could cater for everyday modern classics in a luxe way – pieces that are thoughtful, beautifully designed and crafted with care," said Jo Bennett, Head of Womenswear Buying for John Lewis and co-designer of the range.

"I want our customers to feel that they are investing in a collection that celebrates and helps them to continue to build their own style.”

The collection will debut for autumn winter 2016 and be available in-store from September 8.