Debenhams relaunches designer fashion range with Ashish

Debenhams has relaunched its Designers at Debenhams scheme with designer Ashish.
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Debenhams has relaunched its Designers at Debenhams scheme with designer Ashish.

The range will return for the autumn/winter, with the scheme “bold, unapologetic and reimagined for a new generation”.

Ashish is set to bring his “signature maximalism” to the AW25 Designers at Debenhams collection, with pieces that are “equal parts statement-making and wearable”.

The collection will feature technicolour oversized coats, high-octane sequin slip dresses and psychedelic printed jersey dresses.

The collaboration seeks to deliver “runway glamour without the designer price”.

The Designers at Debenhams x Ashish AW25 collection will be exclusively available at Debenhams.co.uk from 9 October, with prices starting at £59.


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Designers at Debenhams was launched in the 1990s, marking the “first collaboration of its kind” that “brought world-class designers to the high street and made luxury fashion accessible to millions of consumers for the very first time,” according to the retailer.

Debenhams Group CEO Dan Finley said: “Designers at Debenhams was more than a range, it was a retail movement.

“It broke down barriers between luxury and the high street and created a blueprint the industry still follows today.”

“Bringing it back isn’t just about nostalgia, it’s about taking the DNA that made it iconic and re-engineering it for how people shop, live, and dress now.”

He added: “Relaunching with Ashish a designer renowned for his unapologetic glamour, wit, and creativity, sets the perfect tone for this bold new era.”

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Debenhams relaunches designer fashion range with Ashish

Debenhams has relaunched its Designers at Debenhams scheme with designer Ashish.

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Debenhams has relaunched its Designers at Debenhams scheme with designer Ashish.

The range will return for the autumn/winter, with the scheme “bold, unapologetic and reimagined for a new generation”.

Ashish is set to bring his “signature maximalism” to the AW25 Designers at Debenhams collection, with pieces that are “equal parts statement-making and wearable”.

The collection will feature technicolour oversized coats, high-octane sequin slip dresses and psychedelic printed jersey dresses.

The collaboration seeks to deliver “runway glamour without the designer price”.

The Designers at Debenhams x Ashish AW25 collection will be exclusively available at Debenhams.co.uk from 9 October, with prices starting at £59.


Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning


Designers at Debenhams was launched in the 1990s, marking the “first collaboration of its kind” that “brought world-class designers to the high street and made luxury fashion accessible to millions of consumers for the very first time,” according to the retailer.

Debenhams Group CEO Dan Finley said: “Designers at Debenhams was more than a range, it was a retail movement.

“It broke down barriers between luxury and the high street and created a blueprint the industry still follows today.”

“Bringing it back isn’t just about nostalgia, it’s about taking the DNA that made it iconic and re-engineering it for how people shop, live, and dress now.”

He added: “Relaunching with Ashish a designer renowned for his unapologetic glamour, wit, and creativity, sets the perfect tone for this bold new era.”

BrandsCreative and CampaignsNews

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