Today it's hard to find a brand that hasn't launched a diffusion line. Where sister lines were initially embraced by young brands trying to get their brand out there to the mass market through high street collaborations, more and more luxury brands are tapping into it too. Last month I spoke about Marchesa's plans to create a more affordable line and now Alice Temperley is following suit.
Yesterday the designer confirmed that she is teaming up with John Lewis to create a new line, Somerset by Alice Temperley, which is set to hit stores on September 4. The 60-piece collection is said to tap into many of the themes from the main line with prices ranging from £29 for a scarf to £1,000 for a sheepskin coat. 'I wanted it to be very much a collection of essentials and to design a collection that would provide a feminine and functional wardrobe for women in their everyday life,' she explained. 'We have spent the last ten years building our lines and Somerset will compliment our existing collections; it is a very accessible product that will take our aesthetic to a wider audience.'