Debenhams launches Wallis capsule collection with Sylvia Ayton

By

Sandra Halliday

Published
Nov 20, 2023

Boohoo Group-owned digital department store Debenhams has launched a capsule collection for another of its brands, Wallis, in a collab with British designer and “fashion maven” Sylvia Ayton.

Known for her outerwear creations, Ayton has partnered with the e-tail brand to create a “premium” range of winter-ready pieces, in line with the current trend for retailers to launch more premium and elevated collections.   

It includes coats, capes, and jackets, “combining premium craftsmanship with ready-to-wear practicality”.Some pieces have floral embroidery and there's collar detailing too, with materials including wools and velvets “creating a texture-filled edit” suitable for everyday living and occasionwear.

Ayton was a previous outerwear designer for Wallis, so she clearly knows the brand and its customers. 

What she’s come up with a colour palette of navy, black and scarlet “with simple lines creating sophisticated silhouettes”. The company said the aim is for the edit to be “timeless and of the moment, creating a capsule of ideal staples for this season and the next”.

Wallis has launched a number of collab collections in recent periods with fellow ambassador and previous business partner Zandra Rhodes who has also curated a bespoke collection, as well as TV presenter and radio host, Lisa Snowdon. She  became the first ambassador of the brand in June this year. 

Daniel Finley, Debenhams CEO, said of the latest link-up: “Debenhams is all about British design, so to have Sylvia joining forces with the Wallis brand once again is the perfect cyclical moment. A bigger, better, bolder Debenhams is here.”