Designer collaborations with high-street brands are now a regular feature of the fashion cycle and a great hack for getting designer looks on a pocket-money budget (if you are able to get your hands on them, that is). To help you get ahead of the game, here are four worth queueing for.
Eudon Choi x John Lewis
If there is one item that constitutes a pro purchase from a designer collab, it is the coat. Eudon Choi, the London fashion week designer, is on coat duty for John Lewis this autumn, creating five different outerwear designs for its Modern Rarity range. Our pick is the frill hem greatcoat. At £360, it is pricey for the high street, but classic enough to wear for ages. Think of it as a long-game purchase.
Date for your diary: 7 September
JW Anderson x Uniqlo
As someone whose personal style is 99% Uniqlo, JW Anderson described this collaboration as a “no-brainer”. These clothes, priced from £14.90 to £139.90, are brilliantly boring, but they come with the tiniest of twists: a navy Aran jumper with royal-blue sleeves; a classic, red duffel coat with JW-branded toggles. Expect fashion insiders and norms to buy.
Date for your diary: 18 September
Ashish x River Island
The collaboration between Ashish and River Island ticks all the au courant boxes, comprising gender-neutral loungewear designed for “Netflix and chill” lifestyles. Ashish describes it as “something relaxed enough to slouch around the house in, yet stylish enough to be taken out”. There are pyjamas, sequin slipdresses and a sweatshirt that says “good in bed”. It is 24/7 dressing for millennials – all for under £180.
Date for your diary: 21 September
Erdem x H&M
How to make your collab aspirational from the start? Get Baz Luhrmann to direct the teaser video and set it in a stately home. That is what Erdem Moralıoğlu did last week to announce his H&M tie-in. The designer is known for dreamy lace and floral gowns worn by the likes of Alexa Chung and Keira Knightley; judging by the Luhrmann clip, the collection will bring celeb-worthy frocks to the high street, as well as – in a first for Erdem – menswear.
Date for your diary: 2 November