Debenhams may no longer be the physical stores chain that dominated the UK department stores scene for many, many years but the retail brand is retaining its links to its heritage and has just launched a new collection with that in mind.

Runway London 1.8.1.8, is a new and “elevated fashion line honouring the UK’s most iconic department store” offering a “striking fusion of historical elegance and contemporary design”. 

The name comes from the fact that Debenhams opened its very first store as far back as 1818.

Available exclusively via the Debenhams webstore, the 40-piece collection has launched this week and is said to be “offering a striking fusion of historical elegance and contemporary design”.

We’re told it “conveys a contemporary take on conventional fashion trends, including unique, wearable pieces that define any wardrobe with a cool and creative point of view”.

As the name suggests, it’s runway-inspired. It features “flowing bohemian styles alongside sharp tailoring, [and] blurs the line between Debenhams’ craftsmanship and contemporary trends”. Including clothing, accessories and footwear, the collection includes pussy bow blouses, crochet skirts, pointed slingback heels, lace-cut out dresses and other pieces targeting the winter party season.

Dan Finley, CEO of Debenhams, said the offer “pays homage to the rich history of Debenhams as the great British department store”.

Debenhams struggled during the pandemic and was acquired by Boohoo Group for £55 million in January 2021. All its physical stores were closed and it became and online-only retailer with former JD Sports Fashion exec Finley appointed a year after the acquisition.

This year it has been extremely active with the return of Designers at Debenhams and other initiatives.