(PRWEB) February 08, 2012
Today, Debenhams announced a new designer partnership with British designer, Jenny Packham.
‘No.1 Jenny Packham’ will join the Designers at Debenhams portfolio in April offering a glamorous new women’s, accessories and children’s collection designed exclusively for the department store.
The move is part of Debenhams’ ongoing strategy to further grow market share on occasionwear – a category it already leads – while continuing to make fabulous designer ranges accessible on the High Street.
Says Debenhams Group Trading Director, Suzanne Harlow: “Introducing ‘No. 1 Jenny Packham’ reinforces both our commitment to supporting British fashion and our position as market leaders on occasionwear.
“Jenny Packham brings something new and exciting to our offer and we are thrilled to have her outstanding talent on board.”
Says Jenny Packham: “As a young girl I was regularly abandoned in Debenhams Southampton whilst my parents disappeared to search for the latest Teasmade or some other ‘must have’ electrical appliance. During this time I lost myself in the rails of 70’s polyester and dreamt of a life in fashion.
“Therefore it is only natural that I have chosen Debenhams to launch my first High Street collection. My aim always is to design styles that create glamour and excitement whether it is for the red carpet or a teenage prom.
“My collaboration with Debenhams is a great opportunity for me to offer my signature style at an attainable price”.
Synonymous with a contemporary and glamorous approach to design, Jenny Packham is best known for her sumptuous bridal gowns and ready-to-wear collections.
No. 1 Jenny Packham captures Jenny’s signature style in a collection of 19 dresses offering options for bridesmaids, wedding guests and prom-goers alike. The dresses are a mixture of softness and structure in soft metallics, floral or intricate graphic prints and bold block colours.
Shoppers will be pleased to find the exquisite detail they would expect from Jenny Packham, with wrapping, pleating and gentle draping of fabrics, in a variety of styles from floor-sweeping maxis to organza prom dresses. Prices range from £85 to £160.
A range of beautiful accessories including bags, jewellery, shoes and occasion headwear will perfectly compliment the dresses, with prices ranging from £18 to £100.
The collaboration also sees Jenny’s first foray into childrenswear design, as the women’s collection is complemented by a capsule bridesmaid offer.
The bridesmaid and flower girl dresses take Jenny’s signature elegance and attention to detail, to create charming pieces for children, featuring georgette, lace and intricate embellishment to add sparkle. Prices start from £48.
In store ‘No. 1 Jenny Packham’ will cover approximately 8,300sq ft of space across 72 stores for launch, and will expand to a further 56 later in the year.
The first eight dresses in the women’s collection will be available in stores and online in April, with the remainder rolling out through the summer.
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