Debenhams, the digital department store under the Boohoo Group, has introduced a new capsule collection for its brand Wallis in collaboration with British designer Sylvia Ayton. Known for her expertise in outerwear, Ayton has teamed up with Wallis to craft a “premium” winter-ready range, aligning with the current trend of retailers offering elevated collections. The collection comprises coats, capes, and jackets that blend premium craftsmanship with practical wearability, featuring elements like floral embroidery and collar detailing. Ayton, having previously worked as an outerwear designer for Wallis, brings an understanding of the brand and its customers to the collaboration.
The color palette for the collection includes navy, black, and scarlet, with simple lines creating sophisticated silhouettes. The aim is to establish a timeless yet contemporary capsule that serves as ideal staples for the current season and beyond. This collaboration follows Wallis’s recent ventures into collab collections, including partnerships with Zandra Rhodes and Lisa Snowdon.
Debenhams CEO Daniel Finley expressed enthusiasm about the collaboration, stating, “Debenhams is all about British design, so to have Sylvia joining forces with the Wallis brand once again is the perfect cyclical moment. A bigger, better, bolder Debenhams is here.” This collaboration not only adds a premium touch to Wallis’s offerings but also underscores Debenhams’ commitment to showcasing British design and innovation. As the brand continues to evolve under the Boohoo Group, these collaborations contribute to its strategy of offering diverse and appealing collections to its customer base.
