In Pictures: Debenhams launches new own brand, Runway London 1.8.1.8
Online department store Debenhams has launched a new womenswear own-brand called Runway London 1.8.1.8 for AW24.
Inspired by Debenhams’ historical roots, with its first store outside of London opening in Cheltenham in 1818, hence the digits in the new brand name, the collection focuses on “a contemporary take on conventional fashion trends”, and features bohemian silhouettes, sharp tailoring and “luxe textures” like suede and lace.
From clothing to accessories, the 40-piece collection includes pussy-bow blouses, crochet skirts, lace-cut dresses and pointed sling-back heels.
Dan Finley, CEO at Debenhams, said: “We are thrilled to unveil Runway London 1.8.1.8 as a tribute to Debenhams’ legacy of style and innovation.
“This collection pays homage to the rich history of Debenhams as the great British department store.”
The Debenhams brand and website were purchased by Boohoo for £55m in January 2021, however, Boohoo did not retain any of its stores. It relaunched the Debenhams.com website in April 2021.
Runway London 1.8.1.8 is now available exclusively on the Debenhams website.
