New Reiss leisurewear launch addresses changed world post-pandemic
Fashion brands are continuing to reflect the ‘new normal’ as they launch products for the season ahead and this week, one of the UK’s most successful retail names, Reiss, has announced a first-ever leisurewear collection, called Luxe Leisure.
The brand is best know for its suits, office-wear and dresses and has been a long-time favourite of fashion influencer the Duchess of Cambridge.
But she’s unlikely to be photographed in the new collection at official events as it comprises pieces designed for a work-from-home society in which consumers are less likely to go into an office with social events also very different than they were just a year ago.
That means “smart sweats, luxe layers and hard-working wardrobe heroes. This is comfy, curated,” the company said. The offer includes “basics that are anything but basic – with unexpected cutouts in super-soft wool and alpaca blends. Mix and match pieces in tonal, earthy shades, playing with proportion. Sharp clean lines and clever contouring with oversized outerwear and unexpected detailing. Sumptuous separates that take you from day to evening, work to weekend, season to season”.
The company started a ‘soft launch’ in recent weeks with most of the collection now available, but some “additional key pieces dropping from now until end of September”.
Reiss said it has spent the past few months “carefully considering how we all as consumers, have quickly adapted to our new styling requirements and how this has changed our priorities and approach to modern dress codes. As a brand, we very quickly noticed a change in our customer’s purchasing habits, highlighting an exciting opportunity to expand our current product offering”.
This comes as lockdown and post-lockdown shopping behaviours have seen Reiss customers more likely to buy existing pieces that had more of a leisurewear slant.
Only last week, its cottons category saw an overall uplift of 170% year-on-year and it’s also seen an uplift in denims, the category enjoying a hike of more than 300% on the year.
Despite the leisurewear tag, these aren’t only pieces for staying at home. But while outerwear is included, comfort is key. Go anywhere items include a soft women’s blazer at £295 to team with jersey joggers at £125, and a men’s plaid overshirt-cum-jacket at £120.
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