Premium brand Reiss has launched the first collection in a new “luxury” label dubbed Reiss Atelier. The collection launched online and in selected stores on Wednesday and comprises 37 pieces with a maximum price of £695 for a cashmere coat.

The offer is described as a “chic collection of timeless wardrobe staples and occasion pieces in luxurious fabrics, crafted with intricate techniques and detail”.

And the company — which is majority owned by retail giant Next — said it hasn’t just picked “Atelier” as a nice word to use as it has a London in-house atelier, “and this skilled team applies its craftsmanship and design know-how to create pieces that embody true luxury, timelessness, and an ever-modern feel”.

The new collection is recognisably Reiss with its signature fluid lines and neutral tones, plus black and red. The company said “the clothes skim the frame, giving the wearer a sensual look without compromising on the notion of elegance”. 

The fabrics are predominantly European (“coming from the brand’s most trusted mills”) with duchess satin that “has the fluidity of a regular viscose satin but with a round body and weight that exudes luxury”. Triacetate yarn is “longer-lasting and crease-resistant whilst adding drape and a unique hand-feel to garments”. 

And there’s signature tailoring in fine Italian wool, as well as knitwear pieces created from silk and cashmere blends. 

Womenswear Director Una Joyce said: “Our customer comes to us for an elevated wardrobe, and Reiss Atelier delivers on that, with effortlessly chic occasion pieces that are timeless. ‘Atelier’ provokes the idea of bespoke craftsmanship, design consideration, and ultimate luxury.” 

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