John Lewis unveils And/Or own-brand denim collection

The 90-piece collection targets a younger customer and follows the successful launch of brand Modern Rarity.

And/Or has been put together by John Lewis head of womenswear buying Jo Bennett and womenswear and accessories design boss Iain Ewing, who also spearheaded Modern Rarity, and a team of 12.

The range takes its name from the choices people make about how to wear denim.

Denim veterans

And/Or was created with input from Los Angeles denim veterans Caroline Calvin and Joie Rucker, who have more than two decades of experience in the sector.

Bennett said: ”Having built a portfolio of powerhouse own-brand labels over the past few years, we felt there was something missing when it came to serving a younger woman.

”The idea for the And/Or brand came from our love of denim which is the foundation of every wardrobe. We wanted to create an authentic denim range in LA that combined the high-end fit and finish at an accessible price point, which customers can style in their own individual way with a perfect collection of ready-to-wear clothing and accessories.”

Ewing said: ”This is the first time we have launched a brand across ready-to-wear, accessories, shoes and lingerie. Although the brand starts with denim, you can then add to this to create a fully versatile collection which serves a modern wardrobe.’

”With decades of denim experience, the Calvin Rucker duo have brought true credentials to the collection, elevating the quality and adding their own flavour of fashion-focused edge into the mix.”

And/Or will go on sale online and in John Lewis stores on March 22.