"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. This collection is all encompassing, effortless and draws on our classics.
"John Lewis is a great partner as it stands for quality and is a trusted staple in everyone's lifestyle. Integrity is paramount and as an independent British brand, we are thrilled to work with a trusted British retailer."
A second phase is set to follow in early October, which will be more formal in focus (just in time for party season!)
And the prices? Pieces will range from £29 for a scarf, to £99 for a day dress, or a slightly more extravagant £1,000 for a luxury sheepskin coat.