Debenhams has just added Henry Holland, the new star of British fashion, to its elite cadre of top fashion names currently designing the store’s exclusive Designers at Debenhams diffusion lines.
Holland, who is best known for his slogan T-shirts, and being a close friend of it-girl model Agyness Deyn, burst onto the fashion scene in 2007 with his original and quirky designs.
Ever since, the department store has been keen to sign up Mr Holland to its stable of designers, according to fashion insiders, because his House of Holland label has emerged as an edgy fashion brand.
It hopes that introducing the designer, also known for his use of bold prints and bright colours, will establish a younger image for the store, helping it to attract younger shoppers, who may already be coming to the store for cosmetics and clothing.
Mr Holland's collection is expected to be in stores for spring and summer next year – but this won’t be the designer’s only collaboration. The ex-fashion editor has already become a savvy operator in the industry, collaborating with numerous brands, from Kickers to Topman, most recently launching a range of tights for Pretty Polly.
The Designers at Debenhams range, which includes collections in collaboration with Jasper Conran, John Rocha, Julien Macdonald and Matthew Williamson, has helped Debenhams ride out the recession, as consumers trade down from more expensive designer outfits.
The best-selling dress in the history of Designers at Debenhams was a one-shouldered leopard print dress by Julien Macdonald, which sold out within hours of hitting the shop floor earlier this year. No doubt, the department store will be hoping that the addition of Holland to its in house collection will help it compete on an increasingly tough and cutthroat high street.