EDITION

Designer collaborations are nothing new to Debenhams, however the launch of their new Edition brand sees the high-street giant wisely reaching out to the cool and emerging strand of designers that have made Toshop and even H&M so very popular.

Edition will act as an umbrella label for four British designers; Jonathan Saunders, Preen and Jonathan Kelsey (Roksanda Ilincic will join them in Autumn), who will all work with Debenhams for a minimum of 4 seasons. The premise is simple - the clothes and accessories will retain the DNA of the designers' mainline collections, but will be available at high-street prices.

The Guardian has already lauded accessories guru Jonathan Kelsey's line of shoes and bags (above) a "must-have", whilst Saunders and Preen's effortlessly chic creations are sure to please customers already familiar with their work and newcomers alike.

A pop-up shop solely devoted to the Edition brand will open tomorrow on Newburgh street (just off Carnaby), and the line will officially launch in over 50 Debenhams branches throughout the country on Monday February 14th. This is high-street at its smartest.