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Sandra Halliday Published
February 13, 2025
As SS25 gets under way, John Lewis is upping its fashion credentials with the addition of 49 new women’s and menswear labels, including SS Daley, the award-winning brand that recently saw Harry Styles joining as an investor.
It means the department store chain will now be selling more than 350 labels alongside its own-brand fashion offer.
Selected stores and the webstore will carry over 40 women’s and men’s pieces from SS Daley, including knits and dresses with Daley’s signature design elements.
The newcomers also include Dragon Diffusion, Second Female, NN07, Norse Projects, Fast Retailing’s Theory, Summery Copenhagen and Fabienne Chapot.
It’s believed that the SS Daley deal came about through John Lewis’s long-term relationship with the British Fashion Council, and follows its inclusion of AWAKE Mode last year.
In menswear, the retailer is also expanding its selection of the existing labels it sells, including more exclusives from Barbour, Gant, Ralph Lauren and The Kooples.
Fashion director Rachel Morgans said the company still offers the quality and value expected with its fashion but it’s also introducing “sharper designs from exciting new designers, which will make our customers sit up and take notice”.
She added that menswear in particular is responding to customers getting “bolder with their choices” and that the chain wants to sell labels that make people stop and ask ‘where did you get that?’
The retailer continues to hunt down “cool, trending brands” and has seen a very good response to labels like AWAKE Mode, Hayley Menzies and The Kooples.