John Lewis Announces New Collaboration
Through the success of John Lewis’s collaboration with Alice Temperley in 2012, the brand has revealed that it will revive its partnership strategy, this time bringing in British couturier Bruce Oldfield, who has created an exclusive sixty piece collection for the company, named Bruce by Bruce Oldfield.
This is the first time Oldfield has ever taken his designs away from his atelier and worked collaboratively with a high street brand, set to make his signature structured, elongated aesthetic more accessible.
Speaking of the matter, the designer has said « I have spent the past 40 years building my own couture line and I am thrilled to announce my first high-street collaboration with John Lewis… Bruce by Bruce Oldfield draws on my classic silhouettes with key pieces for any modern woman’s wardrobe; classic outerwear, juxtaposed tailoring, and sumptuous eveningwear. The collection plays on a monochromatic palette, full of structure and texture and that is softened with a touch of cashmere. »
John Lewis’s head of womenswear buying, Jo Bennet has said « It felt like a natural partnership for us as we discovered we had a lot of brand synergies; attention to detail, importance of quality and a shared belief that style is ageless. We believe the Bruce by Bruce Oldfield collection is the perfect addition to our unique and distinct offer. »
Somerset by Alice Temperley became the fastest selling collection in the brand’s history, however Bennet recognised the different offerings from the two distinct brands, stating that « the two collaborations are very different in aesthetic and influence. Bruce’s design handwriting is structured and couture inspired while Somerset is a bohemian signature style peppered with a carefree spirit, » she explained.
The Bruce Oldfield collaboration also differs through a charitable element, as for every Little Bruce Dres that is sold, £20 will be donated to Barnardo’s – of which Oldfield is vice president.
The collection will be available in store and online from 4th September of this year.
