John Lewis is significantly expanding its fashion offerings, partnering with 49 new brands for its spring and summer 2025 collection. This move aims to revitalise clothing sales, which have been weaker in recent periods due to budget pressures on consumers. The retailer is also responding to a growing customer demand for more exciting menswear.
Fashion Director Rachel Morgans stated that the new brands and products are designed to capture customer attention and signal a shift in the retailer’s fashion direction. This push to modernize the fashion offering comes under the leadership of recently appointed boss Peter Ruis.
Among the new additions is SS Daley, the fashion label founded by London-based designer Steven Stokey-Daley, in which Harry Styles invested last year. Styles was notably dressed by Stokey-Daley for his “Golden” music video.
Other new brands joining John Lewis include Scandinavian labels NN07, a favorite of actor Jeremy Allen Scott, and Norse Projects. These additions bring the total number of fashion brands sold by John Lewis to around 350, alongside its own-label ranges. The retailer is also expanding existing partnerships, offering exclusive lines from brands like Barbour, Gant, and Ralph Lauren’s “Polo Bear” collection.
Morgans emphasised that the new fashion range is a departure from the past, retaining the valued quality but incorporating sharper designs from exciting new designers. She highlighted SS Daley as an example of the kind of unique pieces that will prompt inquiries from others. This influx of new and notable brands represents a significant effort by John Lewis to boost its fashion credentials and attract a wider range of style-conscious customers.
