Principles by Ben de Lisi

For Spring Summer 2010 Debenhams were delighted to relaunch Principles,one of Britain's biggest and best-loved brands back on the high street, with internationally renowned designer Ben de Lisi at the creative helm. The collaboration is hugely anticipated by customers all over the UK, with Debenhams experiencing overwhelming customer demand for the brand's return. Thousands of searches have been made on their website and store staff have been inundated with enquiries. There are approximately 5 million loyal Principles customers in the UK, so Principles by Ben de Lisi is finally a destination on the High Street for them to shop once again. Under Ben's creative direction, Debenhams is moving the brand back to what it is celebrated for; a timeless, modern collection with a designer twist aimed at the discerning fashion lover. The price position will be lower than before without compromising quality or style. Distilling the essence of the Principles signature style, Ben has taken classic pieces and reworked them to create a collection of elegant day and weekend wear that can easily be dressed up for evening or worn in the office. A dominant monochrome and navy colour palette is punctuated with a bold injection of scarlet, electric blue and yellow. Geometric stripes and kaleidoscopic prints are used playfully on softly structured tailoring, separates, shift dresses and dress cots. Star products include the classic belted tipped mac, cropped boxy jackets, pleated skirts cut just above the knee, and cool linen Capri pants. Crisp cotton poplin shirts and loose fit silky tunics feature border prints and delicate appliqué florals. The Principles by Ben de Lisi collection will hit stores in February 2010 and be made up of 106 pieces of weekend, smart day, occasion and eveningwear as well as a comprehensive petite offering of 46 pieces, complimented with handbags and accessories.