Debenhams have just annouced newest designer Roksanda Ilincic to join the ‘Edition’ collaboration and produce a new range launching this AW season.
Jonathan Saunders, Preen and Jonathan Kelsey were the first designers to work with Debenhams on the concept – launched earlier this year.
Edition provides a platform for capsule diffusion lines from both the fashion industry’s emerging and established talent.
For Autumn 2011, Roksanda Ilincic will join the trio, completing the roster of designers whose collections will be available under the Edition name for the next year. However, unlike other competitor collaborations, these designers will work with the retailer for a minimum of four seasons.
Roksanda’s mainline boasts a long list of high profile fans including Michelle Obama who recently wore one of her dresses on the presidential visit to the UK.
Roksanda Ilincic’s collection will debut exclusively in the Dublin Henry Street store and online www.debenhams.ie in autumn 2011 with a polished range of chic dresses, soft tailoring and statement coats.
Says Roksanda Ilincic,
“The Edition collection combines my signature fluid draping with soft tailoring to create relaxed contemporary elegance.”
The launch collection from Edition has been received well by Debenhams customers; best sellers from the initial ranges include:
-Preen/EDITION Red twill shift dress
-Jonathan Saunders/EDITION Dark blue trench dress
In store Edition covers approximately 500 sq ft of space across an exclusively selected 30 stores in the UK and Ireland. 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.
Says Debenhams Deputy Chief Executive, Michael Sharp, “We are delighted to be adding such a big name to our Edition designer roster. The collection Roksanda has created with us brings something very unique to the high street and we are expecting a fantastic response.
“With the first season of Edition behind us we are more convinced than ever that the concept is the perfect vehicle to introduce new creative talent, and finding the next generation of Designers at Debenhams,”