The stunning new John Lewis store in Birmingham’s Grand Central hosted it’s first bloggers event last week with a clear emphasis on fashion. The intimate event was an opportunity to browse at some of the brands featured in ‘Loved and Found’, the John Lewis hand-picked boutique that offers new designers and diffusion lines in the coolest of settings. In addition, some of the experts behind the brands were there in person to chat about the lines and offer an insight into their relationship with John Lewis. It was a fascinating evening.
The evening was hosted by Lucy, who is the super talented personal stylist at John Lewis Birmingham, and was focused on three key brands at Loved and Found, the Scandinavian brand BZR, denim expects Waven (pronounced Woven) and Supertrash. Before we turned to the brands, Lucy talked a little about John Lewis, and how it has extended it’s original target audience with the introduction of designers like Alice Temperley and the Somerset Collection, and this year’s collaboration with Bruce Oldfield. John Lewis can still be relied upon for cosy pjs and my favourite pull on boots, but now offer something else, something cool, directional and totally obtainable.
BZR is a diffusion line from the Scandinavian brand Bruuns Bazaar. It offers eminently wearable pieces that are versatile, well cut and add a little bit of affordable luxury to our everyday wardrobes. This is definitely a brand that I buy into, with soft jersey pieces and wool blend sweaters in a range of colours.
Waven is a very exciting brand who offer a range of designer denim at affordable prices. Coming in a range of styles, including high waisted and relaxed boyfriend styles. It was a great opportunity to talk about what we would like to see in the range, with one gorgeous pair of jeans/trousers that would be lovely as a more dressy option but don’t yet come in black,. It was definitely a case of watch this space.
The final brand that we were given an insight into was Supertrash. This is a brand that has been in a transitional period, becoming more sophisticated and grown up, reflecting both its audience who discovered the brand in their twenties and have now moved into their thirties, and also the brands founder. One dress in particular summed up the glamorous element of Supertrash, the ultra glam Daisy maxi dress that I just fell in love with.
More loveliness from Loved and Found
Look out for part 2 of this post when I spend some time with Trilogy jeans.