"This collection is designed entirely with the view that beautiful fabrics lead beautiful designs and with the range made up entirely of sourced remnant fabrics, the design process is unlike any other," Lizzie Dawson, the store's head of design who joined last year from Topshop, told us. "It's experimental and designed from what feels right opposed to chasing trends. Fashion is fast and the landscape is constantly changing and evolving. By offering something like ReWork, I'm hoping that we can offer the new and unseen to our customers."
This collection is designed entirely with the view that beautiful fabrics lead beautiful designs Lizzie Dawson, head of design
The collection is all made in London and to mark its limited editions, each piece will be marked with a number to show how many have been made. What bucks the limited-edition trend, however, is the price. Starting at £40 and stopping at £120, "there is a price point for everyone to buy into," said designer Rosie Ingelby. But the British High Street is nothing if not focused on the competition, so how has the store navigated the number on the swing tags?
"The price points feel competitive due to the limited runs that each piece in the collection has and the amazing fabrics that we have been able to use. Once it's gone, it won't be back in store so you have to act fast!" explained Ingleby. "Supporting the UK industry does mean that we are challenged on price but it's something we feel strongly about so have made it work."
The overall result? Not what you would immediately expect from a collection made of cut-offs. Rather than an aesthetic "mish-mash", it's a cohesive offering with all those Nineties signatures the brand is famous for and one that it hopes will satisfy both creator and customer.
"It has allowed us to draw on both creative and commercial experience - both necessary to create something which is high-street yet aspirational and individual," said Ingleby. "We really want the pieces to talk to the UO customer, knowing that she likes to be original in her dressing."
The collection is all made in London and to mark its limited editions, each piece will be marked with a number to show how many have been made. What bucks the limited-edition trend, however, is the price. Starting at £40 and stopping at £120, "there is a price point for everyone to buy into," said designer Rosie Ingelby. But the British High Street is nothing if not focused on the competition, so how has the store navigated the number on the swing tags?
"The price points feel competitive due to the limited runs that each piece in the collection has and the amazing fabrics that we have been able to use. Once it's gone, it won't be back in store so you have to act fast!" explained Ingleby. "Supporting the UK industry does mean that we are challenged on price but it's something we feel strongly about so have made it work."
The overall result? Not what you would immediately expect from a collection made of cut-offs. Rather than an aesthetic "mish-mash", it's a cohesive offering with all those Nineties signatures the brand is famous for and one that it hopes will satisfy both creator and customer.
"It has allowed us to draw on both creative and commercial experience - both necessary to create something which is high-street yet aspirational and individual," said Ingleby. "We really want the pieces to talk to the UO customer, knowing that she likes to be original in her dressing."
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