John Lewis & Partners - AW21 ANYDAY
Helen Stone,-Interiors Writer

If you’ve loved shopping our ANYDAY brand for home and nursery since it launched this spring, you’re going to love how it’s grown to suit your life, from how you work, to what to wear

When we launched ANYDAY earlier this year, life was very much based around the home, and we were proud of our new brand that brought affordable choices for making your home a place you’d want to be. As our world has opened up again, ANYDAY has moved with it and now, as we take another step back out into real life, we’re launching our new ANYDAY fashion and childrenswear brands. With style, sustainably and affordability at their heart, they represent what’s important to us now, and for the lives we’re living every day. Here’s what's new…

ANYDAY - Womenswear Clothing
ANYDAY - Womenswear Clothing

Making the transition from virtual catch ups to IRL socials, the office and date night has caught a few of us on the hop, but a new capsule wardrobe will have you facing the world in style. Our new ANYDAY Womenswear is designed by our in-house team and focuses on easy, classic style at tempting price points. ‘It’s about everyday great-value building blocks that underpin your wardrobe,’ says Iain Ewing, Partner & Head of Product Design, Fashion. ‘They’re the styles that go with anything and you know you will wear often – great sweats, easy-anywhere jeggings and leggings, and rib knits all do this job.’

Then there’s the more trend-driven styles that you want for right now – but at an affordable price. ‘The concept of buying into seasonal trends is easier when they are at a great price,’ adds Iain, ‘allowing you to buy into something of the moment without the price-tag factor.’

And good to note that there are prices you won’t pay at the expense of affordability. Our budget-conscious ANYDAY brand holds true to the John Lewis promise of quality and sustainability. ‘Our teams have worked incredibly hard to deliver great value and fashion with really strong sustainability credentials,’ says Iain. ‘Much of the polyester used is recycled and the viscose is Ecovero – made from sustainable sources. This isn’t about cheap, throw away clothing, it’s styles that are right for right now but will also last.’

At home interview: Mini Moderns
At home interview: Mini Moderns

John Lewis is proud to say that 95% of its new ANYDAY Menswear brand is sustainable, using its better cotton initiative (BCI) cotton throughout, plus recycled polyester and Ecovero. 

The first ANYDAY collection for men delivers fashion with the ease of how we want to dress right now, but designed to work for seasons to come, too. This season has a great autumnal palette with on-trend block colour fleeces (both long and short sleeves), a wear-anywhere quilted gilet in vibrant orange, well-fitting joggers and a great selection of hoodies, T-shirts and crewnecks. Outerwear, including a range of padded jackets, has ripstop panelling to help it go the distance without catches, rips and tears, so rest-assured it will last. This is menswear that looks good and feels good too.

The aim was to create a range that spans everyday great-value building blocks that underpin your wardrobe and great seasonal trend pieces, all at amazing prices

Iain Ewing,-Partner & Head of Product Design, Fashion
Anyday John Lewis & Partners

Our children’s offering in the ANYDAY brand began with ANYDAY Nursery & Babywear back in spring, helping to prepare for new arrivals in affordable (and durable) style. While we’ve continued to build on that with more choice in bedding and babywear, the brand has grown to cater for children of all ages with ANYDAY Baby & Child offering the same quality and value promises as our fashion collections. So whether it’s school uniform, a party, a play date or feeding the ducks, looking good and wearing well will be a walk in the park.

ANYDAY launched with homeware and has continued to grow, embracing new looks for the new season, but also answering more of the demands we make on our homes these days. With such a wide choice, you'll see it divided into familiar categories to help you find just what you need. 

ANYDAY Work, ANYDAY Cook, ANYDAY Laundry & Cleaning and ANYDAY Organise show just how varied and demanding activities at home can be. Need to work at home but tight on space? ANYDAY Work includes a great range of compact desk areas that pack away to help you reclaim your home space at the end of each day. ANYDAY Organise tackles storage issues big and small for all the rooms, while ANYDAY Cook can restock the kitchen and make cooking (and entertaining) a joy again.

ANYDAY reflects a holistic view of how we really live in our homes, combining real-life solutions and great style, while remaining true to our ethos of offering quality at whatever life stage

Philippa Prinsloo,-Partner & Head of Product Design, Home

One of the best things about recent months has been inviting friends and family back into our homes. Spending so much time at home gave many of us a spur to get decorating, or to rearrange space to suit a new regime. If your home is in need of a little refresh to get it truly guest-ready, ANYDAY Living and ANYDAY Dine can help with projects large and small.

From a new sofa or dining table, to simpler updates with curtains, cushions and a few lamps, ANYDAY has stylish choices that will help you refresh for less, whatever your space. ‘I love how lots of ANYDAY is designed with flexibility in mind,’ says Wil Law (@johnlewis_wil), Partner & Home Design Stylist. ‘This past year or so has proved how hard our homes have to work, so pieces that are not only stylish, but can help transition a space from one part of the day to the next are so important.’

Space-saving furniture can make room for a longed-for dining area or a work zone, while rugs, lighting and accent chairs paired with side tables can be useful for creating zones within a larger living room or open-plan area. Having friends over for dinner? Check that you still have enough decent glasses and why not invest in one of our brilliant-value boxed sets of china that start at just £20 for four place settings.

At home interview: Mini Moderns

And where better to treat yourself and your home this autumn than the sanctuary spaces that invite you in to unwind and relax. ANYDAY Sleep has beautiful linens to create the dreamiest of bedrooms, as well as the bigger bedroom staples – stylish beds at great prices, fitted furniture, bedside tables and great-quality duvets and pillows. You really can reinvent your ‘cosy’ on the slimmest of budgets.

Extending style into the bathroom, ANYDAY Bath provides smart towel bales and neat bathroom accessories. Just a few well-chosen pieces can transform this smallest of rooms. With so much choice at such great prices, your biggest dilemma might be knowing just where to start. 

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