31/08/2010 21:35 BST | Updated 22/05/2015 10:12 BST

John Lewis Collaborates With Top Designers For New Fashion Floor

Philip Treacy for John Lewis hat Osman Yousefzada for John Lewis dress

Philip Treacy and Osman Yousefzada limited edition designs for John Lewis.

It's the stuff that dreams are made of. A bright and shiny new fashion floor in Oxford Street with limited edition designs from the likes of Terry de Havilland, Philip Treacy, William Tempest, Osman Yousefzada, and Alex Monroe.

It's not Selfridges this time, however. It's John Lewis that is doing the overhaul as part of a £10 million investment in reinventing its fashion business. We can't wait until 16 September when the new space, known as Fashion on First, is launched to the public. With these designers we're hoping for more on-trend pieces, and apparently we're not going to be disappointed. We're in for an "exciting" and "cutting edge" fashion experience, according to Peter Ruis, the partnership's buying and fashion director.

Alex Monroe's jewellery for John Lewis

Alex Monroe's jewellery for John Lewis.

Naturally, we'll be the judge of that, but it sounds as though things are heading in the right direction. The limited edition collection will include Philip Treacy headwear, jewellery by Alex Monroe and draped dresses by Osman Yousefzada, while young Brit designer William Tempest has concocted a structured cocktail dress, and shoe maestro Terry de Havilland has designed a mule and a wedge. Looks like it's curtains for John Lewis' boring old classics - and we couldn't be happier.