Debenhams Revives Iconic Designers at Debenhams Project with Ashish Gupta Collaboration
Published
September 18, 2025
In a significant move to rejuvenate its brand, Debenhams has announced the return of its celebrated Designers at Debenhams initiative, set to debut for Autumn/Winter 2025. This revival is marked by an exclusive collaboration with Indian designer Ashish Gupta, known for his vibrant and maximalist aesthetic. The collection aims to resonate with a new generation of fashion enthusiasts while honoring the legacy of a program that once transformed the retail landscape.
A New Era for Designers at Debenhams
The Designers at Debenhams project, which originally launched in the 1990s, was a pioneering effort that brought high-fashion designers to the high street, making luxury more accessible. This initiative not only showcased the talents of renowned designers but also set a precedent for affordable designer collaborations in retail. The program featured notable names such as John Rocha, Julien Macdonald, and Matthew Williamson, who contributed to its reputation as a trailblazer in the fashion industry.
Debenhams Group CEO Dan Finley emphasized the importance of this revival, stating, “Designers at Debenhams was more than a range; it was a retail movement. It broke down barriers between luxury and the high street and created a blueprint the industry still follows today.” Finley’s remarks highlight the cultural significance of the initiative, which has influenced how consumers perceive and engage with fashion.
Ashish Gupta: A Perfect Fit
Ashish Gupta, celebrated for his bold use of color and playful designs, is an ideal choice to lead this revival. His collection for Debenhams promises to deliver pieces that are both statement-making and wearable, embodying a spirit of glamour and individuality. The lineup includes oversized coats in vibrant faux furs, high-octane sequin slip dresses, and psychedelic printed jersey dresses that blend retro nostalgia with contemporary street style.
The collection is set to launch on the Debenhams webstore on October 9, with prices starting at £59. This pricing strategy aims to maintain the accessibility that the original Designers at Debenhams initiative championed, ensuring that high-fashion remains within reach for a broader audience.
The Cultural Impact of Designers at Debenhams
The original Designers at Debenhams initiative was not just a commercial success; it also played a crucial role in shaping the fashion landscape in the UK. By collaborating with established designers, Debenhams created a unique platform that allowed consumers to experience high fashion without the exorbitant price tags typically associated with designer labels. This democratization of fashion has had lasting effects, influencing how retailers approach collaborations and designer partnerships.
Historically, the 1990s and early 2000s saw a surge in similar collaborations, with brands like H&M and Target following suit. These partnerships have since become a staple in the retail industry, but Debenhams was among the first to successfully merge high fashion with high street accessibility. The revival of this initiative comes at a time when consumers are increasingly seeking unique and expressive fashion choices, making it a timely and strategic move for the brand.
A Bold New Direction
The reimagining of Designers at Debenhams is not merely a nostalgic nod to the past; it represents a strategic pivot towards a more vibrant and inclusive future. Finley noted that the relaunch is about “taking the DNA that made it iconic and re-engineering it for how people shop, live, and dress now.” This approach reflects a broader trend in the fashion industry, where brands are increasingly focused on sustainability, inclusivity, and innovation.
The collaboration with Ashish Gupta is particularly significant in this context. Known for his unapologetic glamour and creativity, Gupta’s designs challenge conventional fashion norms and encourage self-expression. His work often celebrates diversity and individuality, aligning perfectly with the ethos of the revived Designers at Debenhams initiative.
Looking Ahead
As Debenhams prepares to unveil this exciting new collection, the fashion world is watching closely. The success of this revival could set the stage for future collaborations and initiatives that further bridge the gap between luxury and accessibility. With consumers increasingly seeking unique and expressive fashion choices, the timing of this launch could not be better.
In conclusion, the return of Designers at Debenhams, spearheaded by Ashish Gupta, marks a pivotal moment in the brand’s history. By embracing a bold and inclusive vision, Debenhams is not only honoring its legacy but also positioning itself for a successful future in the ever-evolving fashion landscape. As the collection hits the shelves, it will be interesting to see how consumers respond to this blend of nostalgia and modernity, and whether it can reignite the same passion for designer collaborations that once made Debenhams a household name.
