Introduced last year, Modern Rarity was a brave concept; a department store actively encouraging fewer, but more luxurious purchases with its designer diffusion line. It turned out to be a seductive idea though and one which spoke to those of us who want our clothes to work hard – and to be able to get dressed in five minutes.
On that note, Iain Ewing, John Lewis’s design manager of womenswear tells The Telegraph that the busy schedules of customers were on his team’s mind with latest collection. “We were inspired by the luxury of time and allowing time to take stock of what is important to one’s life,” he explains. “This really ties into our fewer better pieces ethos for Modern Rarity, everything we design for the range has this level of consideration.”
The new drop includes neatly tailored trousers, elegantly draped knitwear and pleasingly minimalist coats and jackets. Later this month, there will be breezy wide-legged culottes and trousers and more cashmere and silk pieces, all in soft flattering hues of khaki, blush, ochre and- of course- grey and navy.
“The design focused on a soft fluidity and voluminous silhouettes, combining lots of tie and drawstring details to gather the garments in and create shape,” says Ewing, adding that its these little details which have given the line ageless appeal. “The Modern Rarity collection seems to have really resonated with women of all ages, something that we set out to try and achieve.”