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John Lewis unveils new fashion roster to “cater for shift in dress codes”

Tom Bottomley
09 February 2021

John Lewis is bringing together 50 new fashion and beauty brands for the new SS21 season – from start-up independents to high street favourites – to cater for the shift in dress codes and changing shopping habits.

Acknowledging that over the past year lifestyles have changed, with restrictions brought about by the pandemic, the demands on the nation’s wardrobes have evolved, with comfortable and casual attire taking preference over more formal styles. It’s with that in mind that John Lewis has been busy modernising its fashion offering.

Mango womenswear, shoes and accessories launched at John Lewis last week, and in the coming weeks the retailer is onboarding emerging independent, and predominantly online brands – providing them with a nationwide platform, including include Ro&ZoKemi TelfordJohnny UrbanNubian SkinAab CollectionHoney & Toast and AAKS.

All of the new brands offer contemporary styles that enable John Lewis customers to “seamlessly move throughout their day whether they’re working, relaxing at home or walking in the park.”

Kemi Telford John Lewis

Kemi Telford

Indeed, as the nation has got more active, fitness equipment at John Lewis saw year-on-year sales up +104% in 2020, and the rise in all-day athleisure shows no sign of slowing in 2021. The retailer launched a new athleisure concept in August 2020, and is now adding Girlfriend Collective, Ninety Percent and New Balance to its line-up, which already includes Sweaty Betty and Athleta.

Sustainability and conscious shopping also continues to be front of mind for many John Lewis customers, and new brands such as Baujken, Thought, and L&T Heirlooms have also been added, offering sustainable, high quality fashion which gives back to the community.

Jo Bennett, Head of Womenswear at John Lewis, said: "The pandemic has accelerated the casualisation of our wardrobes that was already in the making - great puffer jackets, elevated loungewear and relaxed-fit dresses have become staples in our everyday dressing.

“We continue to evolve our fashion offer as our customers' lifestyles shift and the new brands we are launching have been carefully curated to boost our mood and help us dress for the way we live now.

“Offering great style and a wide range of prices, we are delighted to work with emerging, independent brands, championing them and providing them with access to our nationwide platform. We are excited to share these new brands, many with brilliant sustainable credentials, and are also thrilled to offer our customers the first chance to shop Albaray, a new sustainable brand from some of the team behind Warehouse, boasting modern, effortless style for everyday wear.”



On menswear, John Lewis is introducing Community Clothing by Patrick Grant in March, 2021, a range of contemporary, timeless and affordable clothing menswear all made in the UK, which puts the sector and wider communities at the heart of the brand.

Other new brands being added on menswear include Arc'teryx, Rapha, Champion and Napapijri, which will all sit alongside exclusive SS21 collections from well-loved favourites such as Barbour and Timberland.

In beauty, John Lewis recently launched It Cosmetics and there are more, as yet to be confirmed, launches to come this year.

On childrenswear, the retailer is adding Mango Kids, Scotch & Soda, Fat Face and AO76 to recently launched brands including Hugo Boss, Timberland, Billieblush, DKNY and Carrément Beau.

Examples of new brands include:


  • Mango - February 2021
  • Banana Republic - February 2021
  • Baujken - February 2021
  • Girlfriend Collective - February 2021
  • Ninety Percent - February 2021
  • New Balance - February 2021
  • Aab Collection - February 2021
  • Thought - February 2021
  • Ro&Zo - February 2021
  • Albaray - March 2021
  • Kemi Telford - April 2021


  • Banana Republic - February 2021
  • New Balance - February 2021
  • Dickies - February 2021
  • Napapijri - February 2021
  • Community Clothing - March 2021
  • Fatface - March 2021
  • Rapha - April 2021


  • L & T Heirlooms - January 2021
  • Coach Jewellery - February 2021
  • XOUXOU - February 2021
  • Honey & Toast (exclusive) - February 2021
  • Johnny Urban - February 2021
  • Jeenaa - February 2021
  • Nubian Skin - March 2021
  • Levis - February 2021
  • DKNY - March 2021
  • AAKS - April 2021


  • It Cosmetics - January 2021
  • More beauty brands in the pipeline for 2021, all to be confirmed.


  • Mango Kids - March 2021
  • AO76 - March 2021
  • Scotch & Soda - March 2021
  • New Balance- March 2021
  • Fat face - May 2021



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