What: John Lewis has launched its second and expanded menswear collaboration with Labrum London, introducing new categories and reinforcing its fashion-focused transformation.

Why it is important: The collaboration’s strong results validate the effectiveness of exclusive designer partnerships and cross-category innovation in repositioning department stores as trend-led, multi-brand destinations.

John Lewis has unveiled its second menswear collaboration with Labrum London, expanding the partnership to include 35 pieces across denim, tailoring, footwear, bags, and homewares. This launch marks a significant step in the retailer’s ongoing transformation into a fashion-forward, multi-brand destination, building on the success of the initial collaboration and reflecting a broader strategy of exclusive designer partnerships. The collection, which debuted on the Labrum AW26 runway at London Fashion Week, emphasises versatility, cultural storytelling, and craftsmanship, blending West African symbols with contemporary British style. John Lewis’s investment in fashion-focused initiatives and premium brand collaborations is part of an £800 million turnaround plan, aimed at doubling its fashion business and capturing a larger share of the UK’s premium market. The retailer’s focus on omnichannel experiences, curated assortments, and innovation underscores its commitment to maintaining relevance and driving growth in a rapidly evolving retail landscape.

IADS Notes: John Lewis’s renewed and expanded collaboration with Labrum London is emblematic of the retailer’s broader transformation into a fashion-forward, multi-brand destination. As highlighted by Retail Gazette in August 2025, John Lewis has accelerated its fashion strategy by adding 100 new brands, exclusive collaborations, and premium own-label collections as part of an £800 million turnaround plan. This shift is further reinforced by the retailer’s move from store closures to growth, with a focus on modernising stores and elevating the fashion offer, as reported by Fashion Network in November 2025. Under the leadership of Peter Ruis, John Lewis has launched ambitious plans to double its fashion business, leveraging partnerships with high-profile designers and expanding into new categories, as detailed by Drapers in July 2025. Exclusive collaborations, such as those with Rejina Pyo, and the introduction of new premium menswear lines, demonstrate the retailer’s commitment to innovation and inclusivity. Retail Week (October 2024) underscores how these investments in experiential retail, brand curation, and digital innovation are helping John Lewis maintain relevance and capture a larger share of the UK’s premium fashion market.

John Lewis launches second menswear collab with Labrum