Debenhams has announced the addition of four new designer names to its fashion range: Jonathan Saunders, Preen, Jonathan Kelsey and Roksanda Ilincic, who will be working with the retailer on a fresh new concept called Edition.
Edition will be fluid, allowing Debenhams to bring both the fashion industry's emerging and established talent to shoppers across the country. However, unlike other competitor collaborations, these designers will work with the retailer for a minimum of four seasons.
Edition will debut in stores and online in spring 2011 with clothes from Jonathan Saunders and Preen and an accessories offer from Jonathan Kelsey. Roksanda Ilincic will join the other designers with her collection in the autumn.
In store Edition will cover approximately 500 sq ft of space across 30 stores. Glass and monochrome fixtures will be finished with premium chrome fittings, providing a clean, gallery-style space that will make the clothing the focus.
The launch further supports Debenhams' strategy of shifting the balance towards own bought product ranges, underlining the department store's position as the home of well-priced, accessible design.
"Edition is the perfect vehicle to introduce new creative talent with the goal of finding the next generation of Designers at Debenhams," said Debenhams deputy chief executive, Michael Sharp.
"We are delighted to be working with Jonathan, Preen, Roksanda and Jonathan. Through this partnership, more customers than ever before can have access to great British design from more of the country's most critically acclaimed designers," added Michael.
Jonathan Saunders commented: "I'm thrilled to be a part of this exciting new collaboration with Debenhams Edition. It's exciting 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."
The Jonathan Saunders collection for Edition is a capsule collection of approximately 35 pieces with a clean understated feel. Jonathan's offering uses fresh colours and prints to create a wearable range with his true handwriting.
Preen for Edition is another capsule collection offering directional but accessible clothing, embodying the intricate detailing associated with the Preen brand. Complimenting this will be a range of modern separates giving customers the opportunity to mix and match.
As Debenhams' first footwear specialist, Jonathan Kelsey for Edition features 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 to the Debenhams customer.
As well as the aforementioned designers, Roksanda IIincic's Edition collection for Debenhams will land in stores in autumn 2011.