IS JOHN LEWIS REALLY THE NEW PRADA?

Why are high street brand’s sales booming? Because, our expert says, no one does high fashion better (shame about the shame about the shoes...)

NEVER mind holidays, the reason August is the most important month in fashion is that this is when the autumn/winter collections hit the stores and we women must decide: do we opt for high street rubbish we’ll hate by October and is bad for the planet and sewn by children, or do we remortgage the house and buy from designer labels?

There is now a solution to this dilemma: John Lewis. Lay down your prejudices and your snooty thoughts about saucepans and carpets; you will find fabulous quality in well-cut fashiony shapes, with no ghastly naff twiddly bits, and – best of all – no crazy prices! It has the quality of Prada and Louis Vuitton, but you’re not paying for glitzy ad campaigns, catwalk shows and flagship stores on Bond Street and the Via Fogazzaro.

John Lewis sells no coats over £200. It only uses factories it has had a long relationship with, in India, Turkey and Portugal. It sells cherry-picked brands, of course, but it is the own-label ranges that stand out: Kin, its minimal range launched in 2013, Collection, Weekend and Capsule Collection, its treasure for older women: sleeves, empire-line wrap dresses, good lengths.

The jewel in its crown is the Somerset range by Alice Temperley, all sprigged silk blouses, and floral tea dresses: great on twenty- and eightysomethings alike.

I have a few niggles: why make jogging bottoms for work? Or culottes? Or heavy tweed cropped trousers? Or a sequin evening jacket, which to me screams ‘Twiggy!’ The bags and shoes are oldfashioned and clunky and even the Temperley accessories are all too tan, too Camden Market circa 1979.

But on the whole John Lewis is fashion, but not too fashion: no knitted trousers, or chunky giant sweaters or too much sheer. It’s the secret destination for women who want to look put together, who need to look smart for work and hot for a date, but who aren’t insane enough to spend £1,400 on a cocktail dress. What’s not to love?

ROCK CHICK Black leather jacket, £199 (out end of August); Somerset silk and polyester shift dress, £160; Somerset black Cromwell leather boots, £185 (out September) ‘This is all quite Kate Moss. The leather jacket is very soft and such a fantastic price. The dress has a bit of stretch, and the print is used in an expensive way: no clunky mistakes at the seams. And this winter is all about the knee-high flat leather boot. Loses points for not doing a knee-high biker like 8/10 Dior’s.’

STRAIGHT OFF THE CATWALK Collection Weekend grey melange floral beaded sweatshirt, £59; Collection floral print skirt, £89(out end of August); Mint Velvet Lily leather strap sandal, £99 ‘My best buy. This winter is all about the embellished sweatshirt, and this one is so soft, and a brilliant price. The skirt is a good length, and the computer print is totally Mary 10/10 Katrantzou.’

PARK LIFE Collection Weekend scarf, £30; Kin boucle wool coat, £190 (out September); merino slouchy V-neck, £59; Kin herringbone trousers, £89 (out September) ‘I love this outfit: casual, but not trailer park. The wool coat is lined and a slouchy, cocoon shape. The scarves are so Mulberry, at a tenth of the price…’

SEXY NOT SLUTTY Cashmere crew cardigan, £79; Somerset black silk short chemise, £79 (out in September); Miss KG Alba court shoe, £80 ‘I stole the lingerie dress from the shoot, I love it so much. It is silk, with a scalloped hem, and continues the trend for lingerie dressing started by Louis Vuitton (at £1,000 a pop). It’s cut on the bias, too, so that it covers the 10/10 tummy.’