John Lewis has unveiled its largest own brand label "John Lewis & Partners" that comprises of a womenswear collection created in-house by the John Lewis & Partners Design Studio team. This collection of 300 designs, the company said, is an important step in John Lewis’s ambition to build a 500 million pounds own brand fashion business, and for half of its products to be either own brand, or exclusive.

Commenting on the new own-brand collection, Christine Kasoulis, Fashion Buying Director at John Lewis said in a statement: “This launch is our most significant investment in fashion to date and builds on the successful launches of our stand-alone brands Kin, And/Or and modern rarity.”

the first autumn collection is built on idea of individuality and includes bold colourful womenswear pieces handbags accessories. company added that this new will be launched september in all john lewis department stores its online shopping platform across sizes priced from pounds for a cotton jersey tank to cashmere coat.

To grow its own brand business John Lewis said that it has made its largest ever investment in product development roles; recruiting 50 percent more designers and 70 percent more technologists. In 2017 sales of John Lewis’s own brand womenswear ranges grew by 15 percent.