Four new designers join Debenhams for ‘Edition’
BY STYLE EDITOR, ON 21 OCT 2010 09:57 DEBENHAMS NEWSCOMMENTS
I am really excited to let you all know that four new amazing designers will be working with Debenhams on a fresh new concept called Edition. Edition will launch in stores and online in spring 2011 with clothes from Jonathan Saunders and Preen and accessories from Jonathan Kelsey. Roksanda Ilincic will join the other designers with her collection in the autumn.
Edition is slightly different from our other designer collaborations in that it will be fluid, allowing us to bring both the fashion industry’s emerging and established talent to shoppers across the country. Each designer we work with will be with us for at least four seasons. It’s about us finding the next generation of Designers at Debenhams and some exciting talent for Debenhams shoppers.
Meet the designers:
Jonathan Saunders for Edition
A capsule collection of approximately 35 pieces with a clean understated feel. Jonathan’s range uses fresh colours and prints to create a wearable range with his true handwriting.
“It’s exiting to be able to design for a new market and the team at Debenhams have done a fantastic job of producing pieces that give the customer great quality product at an attainable price. The goal was to create a collection that was simple, modern and wearable with a focus on clean cuts and fresh colour.” Jonathan Saunders
Preen for Edition
A capsule collection offering directional but accessible clothing, embodying the intricate detailing associated with the Preen brand. Complementing this will be a range of modern separates giving customers the opportunity to mix and match.
“We have created a range for Debenhams that will offer contemporary style that is easy to wear and in keeping with the Preen handwriting. We thought about real women across all ages during the design process; so there will be something for everyone regardless of shape or age.” Justin Thornton and Thea Bregazzi of Preen
Jonathan Kelsey for Edition
As Debenhams’ first footwear specialist, Jonathan has designed a range of accessories including shoes and bags that can be used from day through to evening. The collection delivers Jonathan’s signature style while offering something new and directional.
‘Debenhams already has a large shoe offer so it’s been interesting to really study what the customer likes and then offer them something new, while keeping the DNA of my mainline at the heart of the design. Working on the handbags has been particularly exciting as it’s a new area for me and I enjoyed taking what I do on shoes and turning it into a beautiful bag.” Jonathan Kelsey
Roksanda Ilincic for Edition
Roksanda’s Edition collection for Debenhams will land in stores in autumn 2011.
“It is such a wonderful opportunity to introduce a new customer both to Debenhams and to this great group of designers. I am looking forward to bringing something special to the high street, a touch of my signature luxury that is within everyone’s reach.” Roksanda Ilincic
So you’ll have to wait till Spring for this new collaboration, but in the meantime, check out our existing Designers at Debenhams collections for designer style on a high street budget.