When you’re knee-deep in nappies, knee-high on the career ladder or on your actual knees trying to make your first home habitable, it can feel like that life stage will last forever. But new research conducted by John Lewis into the shopping habits of millions suggests that we do indeed move from one ‘moment’ to another identifying those which shape the rhythm and focus of modern life.
Some moments can last years, like going to university, or getting a promotion, while others, like a milestone birthday pass in a matter of hours. And then there are those moments which are more of a mindset, stopping, starting and overlapping through the years, such as beginning a new wellness routine, taking time for yourself or celebrating national holidays.
Products that have what it takes
‘They’re stringent requirements,’ says Pippa Wicks, Executive Director John Lewis. ‘But we have incredibly passionate designers, craftspeople and buyers within the partnership who are dedicated to pushing the boundaries of quality and value to bring customers products that elevate their everyday lives. John Lewis’s purpose is to create a happier world and happier customers, so insisting that our products exemplify these qualities means happiness is the golden thread that runs through the collection.’
While there are more than 10,000 brilliant products in the range, this autumn we’ve singled out 100 heroes that showcase how John Lewis products take a joyfully bold approach to enhancing all life’s moments. ‘We’re so proud of this range – it’s why we put our name on them,’ says Pippa. ‘And the top 100 will give customers a flavour of what we hope Own Brand can offer.’
For all-day confidence
It’s a given that our own-brand clothing collections will help you tick off the trends with flattering cuts and quality fabrics. But we want to earn our place in your wardrobe by delivering other feature benefits that help you look good and feel good too. It’s why our menswear suiting comes with extra material in the hem and cuffs so they can be lengthened for the perfect fit, our loafers rival a pair of trainers for comfort, and our rugby shirt weighs 330g, a luxury-level quantity of cotton given the entry-level price.
In womenswear, our design team are beyond excited about this vintage-inspired handbag which can be worn three-ways, meaning it can be deployed for daytime, date or dancefloor. The bright-blue long coat on the Top 100 list is so coveted by everyone in the John Lewis team we’re planning a rota so we’re not all dressed the same.
Kids don’t miss out either. The fashion-forward denim jumpsuit on the Top 100 list uses poppers not buttons for easy dressing with little fingers, while the parker on the list comes with labels that feature space for your childs’ name, and the fleece is made of recycled polyester.
For happy hosting and gathering
At John Lewis, we’re not about making do, we’re about making the most of every day, which means never missing an opportunity to build magical memories with loved ones. And where does that happen more often than around the kitchen table?
From a Michelin-worthy date-night dinner, to a lazy Sunday brunch with the kids or just, you know, Monday night leftovers after work, our own brand offering has your mealtime moments covered. From the gorgeous Leckford tableware range that’s inspired by our sustainable farm in Hampshire, to the Santino dining chairs that are so comfortable your dinner party guest won’t realise it’s already 1am.