Debenhams has launched its own fashion brand, Runway London 1.8.1.8.
- This 40-piece collection is inspired by runway fashion and includes dresses, blouses, skirts, and more.
- The line is available exclusively online, offering unique and wearable pieces for the winter party season.
- Runway London 1.8.1.8 pays homage to Debenhams’ rich history, with its name reflecting the year 1818 when the first store was opened.
- The brand is part of Debenhams’ efforts to revitalise its fashion offerings under new ownership.
Debenhams has introduced a new own-brand womenswear line named Runway London 1.8.1.8. This collection is runway-inspired and consists of 40 unique and wearable pieces. The range includes a variety of clothing items such as pussy bow blouses, crochet skirts, pointed slingback heels, and lace-cut out dresses, all targeted at the winter party season.
Available solely on the Debenhams website, the line embodies the essence of elevated fashion. The name Runway London 1.8.1.8 is a tribute to the retailer’s inception in 1818, underscoring its historical significance as one of the UK’s iconic department stores.
Dan Finley, CEO of the online department store, emphasised that the collection ‘pays homage to the rich history of Debenhams as the great British department store’. Following its acquisition by Boohoo for £55 million in 2021, Debenhams has been on a strategic path towards revival.
This launch follows the revitalisation of the Debenhams.com website by Boohoo in April 2021 after the retailer’s administration and subsequent store closures. Since then, Debenhams has adopted a marketplace model and reinstated its ‘Designers at Debenhams’ programme to extend its fashion offerings.
Amidst these developments, Boohoo revealed it was contemplating the breakup of the group to unlock and maximise shareholder value, adding a layer of complexity to the ongoing transformation.
Debenhams continues to innovate and adapt in the fashion sector, reinforcing its legacy through fresh initiatives like Runway London 1.8.1.8.
