Don’t panic – but John Lewis has cancelled the floral midi
telegraph.co.ukthe floral midi dress. I know it, you know it, and the newly appointed duo heading up fashion at John Lewis are here to confirm it too.The priority for fashion director Queralt Ferrer and head buyer Claire Miles is to present fresh-feeling ideas to the retailer’s loyal customers – as well as anyone else who might not previously have considered John Lewis to be a go-to for great clothes.
Appointed last June, their debut collection is now starting to arrive in stores offering trophy knits, wide-legged denim, relaxed linen suiting and covetable flat shoes for the spring season ahead.
But deliberately scarce are those ubiquitous ditsy floral prints. “That was one of the main items that we thought we’ve got to move on from,” Ferrer says. “It’s not easy because customers love them, but it’s a trend that has been around for too long and they were everywhere across the high street.
We want to give people a reason to buy something new, rather than doing more of the same.”The need to inspire people to shop through exciting design is particularly pertinent during a cost of living crisis.
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