We all have a special place in our hearts for John Lewis & Partners, don’t we? Whether it’s memories of frequenting the beauty counters, browsing the homewares or visiting the free in-house styling service to find the perfect outfit, the store (and now it’s website) has long been a much loved part of the British high street. For this spring, though, we have to say they’ve truly outdone themselves in the fashion department.
For one, the new campaign centred around the theme of ‘Wear What You Love’ hits just right, moving away from fleeting trends and tapping into the value we get from easy-to-wear, joyful pieces made to be cherished. But it’s the introduction of over 50 new brands that’s really had us applauding the high street hero this season. They’ve seriously upped the stakes by adding a hugely versatile mix of names to sit alongside their in-house labels. From cult favourites like Mango, to independent and sustainably focused brands like just-launched Albaray (look out for their dresses on editors everywhere soon), Baukjen and Kemi Telford, to name just a few.
