|Jenny Packham for Debenham's|
Debenham's Gets Jenny Packham
Debenhams announced a new designer partnership with British designer Jenny Packham.
‘No.1 Jenny Packham’ will join the Designers at Debenhams portfolio in May, 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, jewelry, 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 children swear design, as the women’s collection is complemented by a capsule bridesmaid offer.
The flower girl and bridesmaid 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 May, with the remainder rolling out through the summer.
Debenhams launched the designer collaboration concept in Autumn 1993, something that is much imitated today. The retailer still differs from much of the high street as these partnerships are a permanent addition to its offer.
Today the retailer offers the country’s best known design talent including Beach by Melissa Odabash, BDL by Ben de Lisi, Betty Jackson.Black, Butterfly by Matthew Williamson, EB by Erickson Beamon, Floozie by FrostFrench, Grey Rose by Jane Packer, H! by Henry Holland, J by Jasper Conran, Pearce II Fionda, Pip Hackett, Principles by Ben de Lisi, Reger by Janet Reger, Rocha.John Rocha, Star by Julien Macdonald and Van Peterson 925.
Red carpets the world over are graced with her sumptuous designs worn by the most iconic, talented and influential women of recent generations, from Angelina Jolie, Cameron Diaz, Rhianna and Beyonce to Keira Knightley, Reese Witherspoon and Jennifer Aniston.
Packham’s designs are regularly selected for stylistically acclaimed television and film productions and most recently her show featured heavily in Gossip Girl with a show dedicated to a Jenny Packham show presentation in New York modeled by the lead characters. Other Oscar nominated shows featuring Packham’s designs include James Bond and Sex and the City.
With flagship stores and showrooms now situated in London, Paris and New York and presence in the world’s most discerning stores from Harrods and Neiman Marcus to Bergdorf Goodman and Net-A-Porter, Packham’s global brand appeal and demand is clearly illustrated.
With an honours degree from Central St.Martins and an honorary doctorate and multitude of awards for both her ready-to-wear and bridal lines, Jenny Packham is clearly recognized as one of the UKs most successful and independent fashion brands with global recognition.