John Lewis adds 30 new fashion and beauty brands as it “modernises offer”

John Lewis has announced the introduction of more than 30 new fashion, beauty and accessories brands to its line-up for AW20, as it “responds directly to the new needs of the nation.”

The company said that “customers are opting for more casual wardrobe choices and these brands will help to modernise John Lewis’s offering.”

The fresh additions include the launch of a new athleisure category, featuring brands such as Athleta, Adidas by Stella McCartney, Isle Jacobsen, Hornbaek and Calvin Klein Performance.

Other womenswear launches see the likes of The Fold, Sosander and Ganni footwear welcomed in to the mix, while MZ Skin, Foreo, Dermaflash, Beglow, Olaplex and Kate Somerville joining the new beauty line-up.

Christine Kasoulis, fashion director at John Lewis, said: “As part of the work we’re doing to modernise John Lewis, we’re introducing new brands that we feel really resonate with the needs of our customers at this current time whether that’s comfortable, stylish loungewear that’s smart enough for a Zoom call or skincare products that enhance their natural complexion.

“Our aim is to be the preferred fashion partner for brands. We’re proud to be able to offer these fantastic brands a broader platform and network that enables them to reach even more customers. These new brands are designed to inspire and delight and will provide our own customer base with even more beauty and fashion options to shop at John Lewis.”

This month sees les girls les boys – founded by creative director and founder of Agent Provocateur, Serena Rees – join the fold, along with Fat Face and Fila trainers. In October, pyjama brand Their Nibs will be added as will British made sheepskin slippers from Celtic & Co.

Longchamp, Goddess Charms and Dinny Hall have been drafted in to the new accessories offer, and high-performance apparel from Arcteryx goes in store in October.

On menswear, New Balance has recently been added and Barbour Wilderness Collection by Ben and Marina Fogle – exclusive to John Lewis – launches this month. Also in October, Soho vintage store Dukes Cupboard makes its debut, with vintage pieces from the likes of Stone Island, Nike and Stüssy, as well as an exclusive limited edition capsule line.