John Lewis unveils exclusive collaboration with Rejina Pyo
What: John Lewis strengthens premium fashion offering through exclusive Rejina Pyo collaboration, featuring British-inspired designs across clothing and accessories.
Why it is important: This collaboration demonstrates John Lewis's successful evolution in premium fashion, building on their GBP 800 million transformation investment while nurturing British design talent. John Lewis has unveiled an exclusive collaboration with international designer Rejina Pyo, set to launch on 9 October.
The comprehensive 35-piece collection, priced from GBP 36 to GBP 399, encompasses clothing, denim, and accessories, reflecting both brands' signature styles while embracing a classic British aesthetic. The collection will be available online and across five physical stores, with each piece thoughtfully designed through collaboration between Rejina Pyo and John Lewis's design teams to ensure longevity and versatility. Fashion design director Queralt Ferrer emphasizes the natural synergy between the brands, highlighting their shared commitment to quality and wearability. Rejina Pyo expresses enthusiasm for the partnership, noting its celebration of individuality and timeless elegance. The collaboration builds upon John Lewis's successful partnership with Awake Mode last year, reinforcing the retailer's commitment to developing relationships with contemporary designers.
IADS Notes: This collaboration follows John Lewis's strategic fashion transformation initiated in 2024. Under Peter Ruis's leadership, the retailer has systematically enhanced its fashion credentials, adding 49 new brands in February 2025 and launching their premium Editions collection in May 2025. The Rejina Pyo partnership aligns with the retailer's broader ambition to double its GBP 1.3bn fashion business, demonstrating how their GBP 800 million transformation investment is enabling strategic collaborations with established designers while maintaining accessibility for their core customer base.
