The Somerset by Alice Temperley collection for John Lewis only launched on Tuesday and already it's smashed all forecasts to become the fastest selling brand in the department store’s history. According to our JL pals, the collection took eleven times the usual sales in just ONE day and hit its weekly sales targets by mid-afternoon. Bravo, Ms T!
Hundreds of fashion fans queued up to get a slice of the Temperley action when John Lewis’s flagship shop on London’s Oxford Street opened at the crack of dawn earlier this week and in just half an hour, they took a fifth of the brand’s first day sales. Phewf.
Eager shoppers also took to www.johnlewis.com to snap up the goods, including half the online allocation of that £999 shearling coat (aka: the highest priced item of the collection). It is perfect for AW12, after all. And what of the other best-sellers? Well, the classic black high waisted trousers sold like hot cakes as did the handbags, belts and purses that are all part of Alice Temperley’s first-ever full accessories range.
We have an inkling this phenomenal success may be thanks to a certain Duchess of Cambridge. The young royal is often spotted in Temperley creations - from the black lace gown she wore at the War Horse premiere to the pleated white number at Wimbledon - and it's no secret that she is now the UK's most bankable fashion star. A report earlier this year suggested Kate Middleton's style choices have brought an astounding £1billion into the ailing British economy, eclipsing anything generated by supermodels, music stars and even Oscar winners (and that's no easy feat). What we do know is when Kate wears it, it sells.
But if you missed the chance to buy some of that Somerset by Alice Temperley gorgeousness, fret not. A second drop, comprising of jacquard knits, leather trousers and pieces for the forthcoming party season, such as embellished tops and beaded full length evening gowns, will hit John Lewis in early October.
The question is: will one of the Middleton sisters make an appearance when the super-gorgeous British brand presents its Spring Summer 2013 collection during London Fashion Week next Sunday? Start crossing those fingers now...