John Lewis has announced the launch of a new, luxury womenswear label ‘modern rarity’. Designed around an ethos of “fewer, better pieces”.

John Lewis said the 90-piece collection offers a move away from disposable, fast fashion by redefining wardrobe staples with a focus on cut, fabrics and understated silhouettes. The first autumn winter ’16 collection features ‘pared back tailoring, luxurious knitwear and staple outerwear’. Prices range from £50 for a jersey roll neck to £900 for a long shearling coat.

The label will also invite guest designers to collaborate and give their own twist on the collection each season – creating limited edition, ‘rare finds’.

For launch, the brand has invited renowned, Central Saint Martin’s trained, shirt designers Levi Palmer and Matthew Harding to design five contemporary white shirts, priced from £100 to £150. Modern Rarity will launch online and in stores on September 8.

FASHIONBITE’S VIEW: “From the images I’ve seen, I love the effortless feel of the collection. We’re seeing a real move in fashion towards wardrobe staples that will last for many years – an investment in decent fabrics and good cuts that have a season-less quality, rather than cheap throwaway pieces that only last a few wears. It definitely feels the right time to launch such a collection.”