Debenhams has just launched a new womenswear brand KLEY, with an impressively chic and understated aesthetic.
The label is, according to Debenhams, “designed by women, for women,” and “oozes effortless feminine style."
From a beautiful rust red midi satin slip dress to chunky knits, silk blouses and leather skirts, these are the sort of easy separates that transcend seasonal trends and are easy to combine into a polished outfit each morning; everyday wear for women that want to look put together rather than slavishly on trend.
The outerwear is also particularly strong, with cashmere blend coats, waterproof anoraks and hybrid garments that can be reversible. And don’t get me started on the blue leather trench, which frankly could have come straight off one of the London Fashion Week runways.
‘Kley is about effortless styling solutions for the everyday. The collection is a combination of timeless wardrobe staples and ‘must have’ pieces, offering items which we hope will be loved for years,” said Lucia Heffernan, Kley designer in a statement.
Debenhams, which fell into administration and was acquired by its lenders back in April, has been one of the more recent casualties of the flailing British high street. The decision to launch a new brand can be seen as an effort from its new owners to attract customers back into store.
It remains to be seen whether Kley can resolve the department store’s woes, but in terms of design, the brand appears full of promise.
The collection is in 70 stores across the UK and online on the now with prices ranging from £20 to £220.