And/Or launches at John Lewis

And/Or launches at John Lewis John Lewis launches L.A.crafted denim for the British high street on 22 March

John Lewis is soon to launch AND/OR, its first in-house denim lifestyle brand. Authentically L.A. crafted denim sits at the heart of the brand and is complimented by an impressive range of versatile womenswear, shoes, accessories and lingerie. Playful and youthful, the label channels ease and effortlessness throughout, comprising pieces that seamlessly slot into any wardrobe. You will be able to shop this range at selected John Lewis stores, and it will be stocked at John Lewis here at The Mall.

With true denim credentials, AND/OR offers a choice of core fits that are designed, cut, washed, sewn and finished in L.A, created in collaboration with West Coast based denim experts Calvin Rucker. The cuts are priced from £85, bringing upscale denim production and design to the British high street. Innovative washes and expert fits are combined with high-end finishes including busted-out seams, distressing, bleaching and perfectly frayed hems. The different denim styles are lovingly named after the places in L.A. that inspired the collection. Each cut is like a jigsaw piece, helping to build an interchangeable closet that makes everyday dressing straightforward and simple. With decades of denim experience, the Calvin Rucker duo—Joie Rucker, founder of contemporary brand Joie, and Caroline Calvin, previously Senior Vice President of Levi’s—have brought true credentials to the collection, elevating the quality and adding their own flavour of fashion-focused edge into the mix.

While AND/OR starts with denim, it also encompasses eminently wearable separates, outerwear, dresses, shoes, lingerie and accessories—everything a woman needs to create a modern uniform. Inspired by the upbeat, sunny attitude of the L.A.-lifestyle, the collection includes nonchalant staples and statement pieces in easy-to-move fabrics bringing a West Coast sensibility to the British high street.

The fuss-free collection provides denim cuts which combine effortlessly with ultra-soft tees and trophy jackets—yet always create a discernibly different silhouette. While darkly romantic and feminine floral dresses, mined from Stevie Nicks’ wardrobe, are layered with a supple leather biker jacket to create an all-day look which can be worn in countless ways.

The AND/OR girl can consider pairing khakis—cinched at the waist for the perfect, flattering shape—with a trumpet-sleeve knit or an exquisitely embroidered peasant blouse. Elsewhere the elegance of off-the-shoulder tops and tapestry trophy jackets take style notes from Marrakech’s souks, while lace-trimmed teddies and soft-cup bras bring a feeling of sensuality—allowing shoppers to express their own individuality and put their own spin on outfits which can be worn 24/7.

Shop the range at John Lewis at The Mall from 22 March.