Debenhams. One of the trustworthy, go-to dept stores on the high street has (along with Topshop) been the source of affordable designer name clothing for the great British public. The flipside bonus to this is that funding designers’ secondary high-street ranges means an injection of cash to the designers as well as widening the appeal of their name. Win/win is often the case.
Next week (21st October) sees Debenhams add influential London Fashion Week designer, Todd Lynn (one time design asst to Roland Mouret who sat front row at his A/W’13 show) and his unique utilitarian, modernist rock chick style to its roster.
Todd Lynn/Edition IS a 12 piece collection comprising outerwear, knitwear and leather and denim separates, keeping true to Todd’s formidable style of über-cool tailoring. Starting at £55, the collection strikes a balance between luxury fabric and cut and investment pieces priced for the high street.
Says Todd Lynn, “Working with the team at Debenhams I feel we have been able to convey my identity in a way that the customer will understand. We’ve put together the perfect capsule range, encompassing cool, luxurious winter essentials – the leather skirt, the beautiful wool winter coat, the soft leather jacket, the jeans, the dress.”
Continues Suzanne Harlow at Debenhams; “It is fantastic to be able to offer our customers such an array of designer names all under one roof – established names including Betty Jackson, Jasper Conran and Julien Macdonald sit alongside newer designers such as Todd Lynn, Jonathan Saunders and Henry Holland.”
Todd will join Debenhams Edition platform; a more fluid designer concept where emerging fashion week talent is signed for a minimum of four seasons, with the aim being to identify the next generation of designers at Debenhams. The move to bring Todd on board follows hot on the heels of Debenhams’ recent new designer signings, milliner Stephen Jones and menswear talent Patrick Grant of Saville Row tailor E.Tautz.
Todd Lynn/Edition launches in 20 stores and online at www.debenhams.com on 21 October 2013.