Debenhams celebrate 4 per cent growth in sales as they welcome new designer Marios Schwab into the fold
12:41 GMT, 18 September 2012
The Designers at Debenhams collections are the first stop on the high street for fashionable women wanting labels for less.
From the Duchess of Cambridge's favourite Jenny Packham to catwalk kings Julien Macdonald and Henry Holland, the high-street giant have wecomed the greats.
And the latest talent to be added to the mix is London-based designer Marios Schwab, and thanks to the top fashion signing, the store has seen a four per cent growth in sales.
Marios Schwab is the latest designer to join Debenhams and his collection has helped boost sales
The move to add Marios Schwab to the Edition concept follows hot on the heels of his spring/summer 2013 show, which received rave reviews at London Fashion Week last Sunday.
With a starlet fan base including the likes of Kristen Stewart and Kate Moss, Marios Schwab will launch an exclusive range for Edition, which will debut for autumn/winter 2012 and has been specifically designed to appeal to women who want contemporary style that makes a statement.
Michael Sharp, Chief Executive of Debenhams said: 'We are delighted to announce the addition of Marios Schwab to the high calibre of design talent we house within Debenhams.
'Our designer collaborations are something that we are really proud of, and we are committed to building on its success.
Designer Marios Schwab is offering contemporary style that makes a statement
Famous fans: Kristen Stewart and Kate Moss are both fans of the designer's edgy looks
'We have put a renewed focus on designers at Debenhams and really bought this to life through our recent advertising campaigns, and by refreshing the designer offer with the introduction of Edition.
'Customers can shop established industry names such as Jasper Conran, Betty Jackson and Julien Macdonald alongside new designers such as Marios all in one place.'
WHO IS MARIOS SCHWAB
A London-based designer known and loved for his unique interpretations of natural forms.
Fans include Kate Moss, Kylie Minogue, Chloe Sevigny, Thandie Newton and Clemence Poesy.
Launched his own label in 2005 and in 2008 collaborated with Swarovski for the Runway Rocks show.
His designs are sold worldwide from Harvey Nichols and Browns in London, to Maria Luisa in Paris and Barneys in New York.
Launching in time for Christmas, Marios’ range consists of beautifully cut, modern dress shapes which can be worn for daytime or evening.
Known for his unique talent of understanding the contours of a woman’s body, the range taps into this, creating clothes which make women feel confident, special and individual.
Speaking of the collaboration, Marios Schwab said: 'Working with Debenhams on the range has enabled the Marios Schwab brand to be introduced to a new, exciting and strong-minded Edition customer.
'It has been a great experience to introduce elements of the DNA of my label to a wider range of women, taking inspirations from signature pieces of my collections and adapting them in to a product for a customer who is confident and knows exactly what she is looking for in her wardrobe.
'I wanted to introduce her and challenge her with a capsule range that incorporates my vision for the perfect dresses for all occasions.'
The range is priced from 75 to 150 and will be available in Edition ‘shop in shops’ within Debenhams stores and online from 18th October 2012.
AFTER A WARRIOR PRINCESS RISE UP IN LONDON FASHION WEEK, IS THIS WHAT WE CAN EXPECT FROM MARIOS SCHWAB'S DEBENHAMS COLLECTION
On Sunday, fashionistas commended his warrior princess style show as models paraded down the catwalk in leather, metallics and lace-up necklines.
Entitled Cha-O-Ha', Marios Schwab's spring summer 2013 show translated as 'in the wilderness' in Lakota.
Behind the tough exterior lay a collection of truly beautiful garments with a sprinkle of his much-loved crystal embellishment.