Sep 19, 2023
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Premiumisation: JD Williams and Zalando are latest to tap into key trend

Sep 19, 2023

The cost of living crisis may be ongoing, but companies clearly have spotted a willingness among their core customers to pay a higher price for a line they see as offering better quality and strong design. 

JD Williams

In recent weeks, we’ve reported on two businesses as different as Reiss and Asda launching premium lines and now two more very different businesses – JD Williams and Zalando – have done so. 

JD Williams’ new offer comprises “wardrobe staples designed to enhance the lives of mid-life women”. The collection, named Anthology features a selection of AW23 staples in sizes 8 to 32.

They’re described as “refined, stylish essentials designed to enable sophisticated and contemporary outfit-building, with an elevated approach to dressing that offers versatility, with quality fabrics and finer details”.

Tailoring takes centre stage in the collection, from a three-piece suit in buttery neutrals to hot pink tailored flares, with ivory, striped or classic woven shirts. There’s also a satin dress and leather midi skirt, soft knitwear with crew or V-necks, a belted trench coat, Crombie Jacket and leather biker Jackets.

Priced from £35-£185, the company said “Anthology offers quality and versatility, and the range supports the idea of sustainability through the promotion of investment dressing, using quality fabrics that will stand the test of time”.


Meanwhile Zalando has launched Zign Studio, described as “an elevated collection that adopts an atelier approach and uses the latest material innovations”.

‘Atelier’ is a word that’s become popular for such collections. It has been used by Zara for its elevated offer and is a part of the name of the new Reiss ultra-premium line that launched only this month.


‘Studio’ is another popular word (also used by H&M) and Zalando said the Zign Studio collection plays into its private labels’ ambition “to offer exceptional value and quality to customers while pushing innovation forward”.

It combines “trend-forward designs with wearability, modularity and a circular approach”.

We’re told the “streamlined capsule collection is centred around a cohesive creative vision”. With 41 womenswear and 39 menswear styles across textiles, footwear and accessories, the collection focuses on premium quality and material innovations, while also integrating circular design. 
Meanwhile, “a contemporary fit and modular design elements to increase the versatility of how the garments can be worn”. Modular could mean something like detachable sleeves on a down jacket.

The company said the design team approached the collection “as an opportunity to rethink” the collection creation journey and results in “improved material manufacturing processes” using bio feedstock, renewable feedstock, and recycled materials. It also uses fabrics made of renewable wood pulp such as Naia Renew, bio-based faux-leather made from coffee grounds, recycled fishnet nylon, mushroom leather, and other renewable and recyclable materials, plus recycled dyes and pigments. The circular approach has resulted in much less mixing of materials to make eventual recycling easier.

The creative concept for the first edition is ‘Natureverse’, described as “an interplay between nature and technology”.

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