Fashion director Queralt Ferrer admits ‘customers love them’ but new collection ditches the flowers
The floral midi dress is dead, long live the floral midi dress.sent as it unveiled its latest fashion collection on Tuesday, saying it was time to move on from the trend.
Explaining the noticeable absence of ditzy florals, Ferrer said: “That was one of the main items that we thought we’ve got to move on from. It’s not easy because customers love them, but it’s a trend that has been around for too long and they were everywhere across the high street.”Photograph: Daniel Fraser/David Parratt
It’s spied everywhere, from the school gates to modern workplaces. Spanning multiple generations, Gen Z choose high hemlines, while a midi is the go-to for millennials and boomers alike. Everyone from the TV presenter Holly Willoughby to the Princess of Wales and model Emily Ratajkowski have been pictured wearing them.
It’s a bold move from John Lewis to attempt to cancel a fashion item that for many has become a wardrobe staple akin to a Breton stripe top or white shirt.
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