Debenhams 'Edition' Concept to Include 4 New Designers

**Paul_B** · 01-12-10

Afternoon All,

For all those fashion writers and bloggers, here's the d-low on Debenhams latest concept '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.

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.

Jonathan Saunders said, “I’m thrilled to be a part of this exiting new collaboration with Debenhams Edition. It’s exiting 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.”

Justin Thornton and Thea Bregazzi of Preen say, “The collaboration with Debenhams is especially exciting because of the accessibility it will give to the Preen brand.

“We have created a range for Debenhams that will offer contemporary style that is easy to wear and in keeping with the Preen handwriting. We thought about real women across all ages during the design process; so there will be something for everyone regardless of shape or age.”

The clothing ranges are priced from £18 to £190; Jonathan Kelsey shoes cost between £45 and £65 and handbags between £22 and £40.

Collection Details

Jonathan Saunders for Edition
A capsule collection of approximately 35 pieces with a clean understated feel. Jonathan’s offer uses fresh colours and prints to create a wearable range with his true handwriting.

Preen for Edition
A 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.

Jonathan Kelsey for Edition
As Debenhams’ first footwear specialist, Jonathan has designed 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.

Roksanda Ilincic for Edition
Roksanda’s Edition collection for Debenhams will land in stores in autumn 2011.

To stay up to date with whats going on visit Debenhams Blog and subscribe to Debenhams (DebenhamsRetail) on Twitter

For more information don't hessitate to contact myself or Gillian Makepeace at Debenhams [Gillian.Makepeace[a]Debenhams[dot]com]

**shumzy** · 28-02-11

Dear Paul

Hi, My names Shumi, Im a final year student from Birmingham City University studying Fashion Retail Managment. Im doing my dissertation at the moment, which is a business plan In launching a Capsule Collection by Jimmy Au.. (An International Designer catering for short statured males) ..into Debenhams. The collection is targeted to Short Statured Males in the UK. Its called Jimmy Au For men 5'6 and under. I was wondering if you could give me any tips or information on how Debenhams is launching the Edition collections and also how they are promoting their new Edition range. Hope to hear from you soon.

Thank You
Kind Regards

Shumi

Originally Posted by Paul_B

Afternoon All,

For all those fashion writers and bloggers, here's the d-low on Debenhams latest concept 'Edition'

Edition will be fluid, allowing Debenhams to bring both the fashion industryï¿½s 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.

The launch further supports Debenhamsï¿½ strategy of shifting the balance towards own bought product ranges, underlining the department storeï¿½s position as the home of well-priced, accessible design.

Jonathan Saunders said, ï¿½Iï¿½m thrilled to be a part of this exiting new collaboration with Debenhams Edition. Itï¿½s exiting 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.

ï¿½The goal was to create a collection that was simple, modern and wearable with a focus on clean cuts and fresh colour.ï¿½

Justin Thornton and Thea Bregazzi of Preen say, ï¿½The collaboration with Debenhams is especially exciting because of the accessibility it will give to the Preen brand.

ï¿½We have created a range for Debenhams that will offer contemporary style that is easy to wear and in keeping with the Preen handwriting. We thought about real women across all ages during the design process; so there will be something for everyone regardless of shape or age.ï¿½

The clothing ranges are priced from ï¿½18 to ï¿½190; Jonathan Kelsey shoes cost between ï¿½45 and ï¿½65 and handbags between ï¿½22 and ï¿½40.

Collection Details

Jonathan Saunders for Edition
A capsule collection of approximately 35 pieces with a clean understated feel. Jonathanï¿½s offer uses fresh colours and prints to create a wearable range with his true handwriting.

Preen for Edition
A 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.

Jonathan Kelsey for Edition
As Debenhamsï¿½ first footwear specialist, Jonathan has designed a range of accessories including shoes and bags that can be used from day through to evening. The collection delivers Jonathanï¿½s signature style while offering something new and directional to the Debenhams customer.

Roksanda Ilincic for Edition
Roksandaï¿½s Edition collection for Debenhams will land in stores in autumn 2011.

To stay up to date with whats going on visit Debenhams Blog and subscribe to Debenhams (DebenhamsRetail) on Twitter

For more information don't hessitate to contact myself or Gillian Makepeace at Debenhams [Gillian.Makepeace[a]Debenhams[dot]com]