New luxe labels from the High Street’s big hitters

AFRienD whose style i jealously admire was wearing a truly fantastic dress at dinner last week. A puff-sleeve design, with clashing prints and a fabulous rhinestone collar.

i had a pang; it was absurdly cool. i casually asked her which of the big fashion houses it was from. Zara, she replied.

Sure enough, it’s part of the High Street giant’s new, limited edition Atelier collection. She hadn’t spend thousands — but she had spent hundreds. A lot more than most most of us usually spend at Zara. Yet more and more High Street shops are launching ‘premium’ ranges. that’s partly because they recognise few of us have the budget to treat ourselves to designer clothing, especially in a cost-of-living crisis, yet we still long for the odd luxe treat.

Retailers hope to convince us to splash out on a new, more affordable form of luxury. Could this really be the answer? Catwalk-worthy designs at prices we can afford? they claim to be made from top quality, often all-natural fabrics, such as silk and linen. not only will they look better but they should wash and wear better.

there’s an emphasis on good cut and design. there are statement pieces, but also classic shapes that can be worn again and again. And fewer of each item get made — it’s nice knowing your friends won’t be stepping out in the same outfit.

So, do the new High Street premium ranges really have all the cachet of designer luxury?