Brett Johnson Debuts His Autumn-Winter 24/25 Collection Exclusively At Harrods
Luxferity, 03.09.2024
Brett Johnson announced the debut of his Autumn-Winter 24/25 collection available at the iconic department store, Harrods in London launching 14th October until 4th November 2024. This milestone marks the brand's first appearance in this London landmark store, a moment that Johnson has been eagerly anticipating, both professionally and personally. Stepping into Harrods is more than just a business opportunity for Brett - it's a homecoming, steeped in nostalgia and deep personal connection.
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“My vision for the space at Harrods goes beyond simply displaying clothes; I want to create an environment that invites customers to engage with the garments, feel the textures, and truly understand the brand's immense commitment to quality and design” says Brett Johnson the eponymous Creative Director.
“I've been going to Harrods since I was a child, and it's undeniably my favourite store in the world. It's the epitome of luxury shopping. I distinctly remember the first time I stepped inside so awestruck by the perfection of the entire experience - from the scents to the immaculately curated displays – it left a lasting impression. I knew that I wanted my brand to be a part of this legendary history. My brand ethos embodies quiet luxury, impeccable craftsmanship, and modern elegance. The display of the new collection as well as the unique personal shopping experience on offer at Harrods, is the perfect setting and environment to exclusively introduce the brand to the UK.”
Johnson is intent on making a bold statement with the design and execution of the retail installation. Set on the prestigious menswear floor, the installation will be a subtly interactive experience that showcases the collection's luxurious materials and meticulous craftsmanship. Featuring a tableau-style installation, the display will merchandise the clothing in a manner that highlights the brand’s contemporary direction, with a focus on luxurious materials, offering a physical experience seamlessly aligning with their minimalistic approach to menswear.
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The Collection
Drawing inspiration from the breathtaking Vallée de Joux in Switzerland, the AW24/25 collection captures the pristine beauty of its natural landscape through a palette that echoes the valley’s contrasts: from deep greens and rich burgundies to the stark white of snow. The collection’s luxurious fabrics - Mongolian and baby cashmere, cashmere suede, and 14-micron wool - are crafted into pieces that are both supremely warm and elegantly light, embodying the essence of comfort and sophistication for the modern globetrotter.
Johnson’s designs, including technical cashmere and wool garments, shearling jackets, and meticulously crafted knitwear, reflect a blend of classic tailoring and contemporary style. Every piece is a testament to the brand's dedication to quality, from the hand-stitched details to the innovative use of unconventional fabrics.
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The Personal Shopping Experience
To further enhance this exclusive shopping experience, Harrods is offering its clientele a special 'by appointment only' access to view the collection in a private, luxurious setting from October 31st to November 4th, 2024. Guests will be treated to an intimate exploration of Brett Johnson's latest creations, ensuring a personalised and memorable shopping experience.
As an added touch of exclusivity, each customer will receive a special gift with purchase: a bespoke artisanal cologne crafted by Brett Johnson himself, unavailable for purchase and completely exclusive to Harrods clients. Additionally, those who visit the private shopping suite will have the opportunity to add a personal touch to their purchases with complimentary hand-embroidered monogramming on any garment they select.
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As Johnson continues to define a new standard of masculine luxury, this debut at Harrods promises to be an unforgettable celebration of style and sophistication.
Private shopping experience booking October 31st - November 4th, 2024 - email address provided on request.
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