Though H&M’s collaborations with Erdem, Isabel Marant and Balmain may have caused quite a stir (and even a few in-store riots) it’s Debenhams that’s the dark horse of the British highstreet. Slyly the department store has been expanding its limited edition designer offering to include some of the buzziest names of London Fashion Week.
The offering, called Designers at Debenhams have already signed Mario Schwab, Henry Holland, Jonathan Saunders, Matthew Williamson and Queen Elizabeth II Award-winner Richard Quinn to create collections, which the latter slated for summer 2019.
This month husband-and-wife duo Justin Thornton and Thea Bregazzi’s label Preen joined the ranks with a 12-piece range. Starting at £90 and pricing out at £200 it’s a taster of the label that’s beloved by the Duchess of Cambridge and Michelle Obama. Like a sniper of spring/summer 18’s big trends, the capsule collection includes wrap dresses, psychedelic florals, trenchcoats and reworking of their archive prints.
According to Women’s Wear Daily, Debenham’s MD of fashion and home, Steven Cook, reports the collaboration is selling ‘174 per cent ahead of its first-week plan.’ This won’t come as a surprise when you see the collection