What: John Lewis has launched its second exclusive collaboration with designer Rejina Pyo, offering 1990s-inspired styles for spring/summer 2026, both online and in select stores.

Why it is important: This collaboration highlights the role of exclusive designer partnerships and curated assortments in differentiating department store fashion offers and attracting new customer segments.

John Lewis has unveiled its second exclusive collection with designer Rejina Pyo, drawing inspiration from 1990s icons and featuring a mix of slip dresses, soft tailoring, and signature details such as oversized collars and buckle accessories. The collaboration, available both online and in five physical stores, brings back popular items from the previous season alongside new colourways and silhouettes, reinforcing the retailer’s commitment to quality, versatility, and creative design. This partnership exemplifies John Lewis’s strategy of leveraging exclusive designer collaborations to differentiate its fashion offer, attract new audiences, and build loyalty among style-conscious shoppers. By integrating multi-channel retailing and recurring creative partnerships, John Lewis is responding to evolving consumer expectations for novelty, relevance, and accessibility. The initiative underscores the growing importance of curated assortments and narrative-driven retail in helping department stores remain competitive and resilient in a rapidly changing market. 

IADS Notes: John Lewis’s second collaboration with Rejina Pyo exemplifies the growing importance of exclusive designer partnerships in differentiating department store fashion offers and attracting new customer segments. This strategy aligns with Galeries Lafayette’s doubling of exclusive collaborations under Alix Morabito’s leadership, reinforcing its position as a trendsetter in fashion retail (Les Echos, April 2026). Across the sector, department stores are leveraging creative partnerships and curated assortments to drive innovation and customer engagement, as highlighted by Printemps’ ongoing collaborations with ESMOD and emerging designers (Fashion United, September 2025). The integration of multi-channel retailing, with collections available both online and in select stores, is now standard practice, maximising reach and engagement while supporting omnichannel growth (Drapers, July 2025). Recurring collaborations and the reintroduction of popular items, as seen at John Lewis and Liberty London, are proving effective in driving customer loyalty and repeat purchases, while the focus on narrative-driven, experiential retail is helping department stores remain relevant and resilient in a rapidly evolving market (Monocle, May 2025; RLI, April 2026).

John Lewis launches second Rejina Pyo collection