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Next unveils £399 dress in new clothing collection

It has long been the home of purse-friendly fashion on the British high street.

But clothing giant Next has ventured into designer territory with a collection that will set customers back up to £400 a pop.

The British store has this week rolled out its new in-house brand Label/Mix, comprising 91 pieces created alongside 10 designer brands.

And Next devotees out to bag a bargain may be in for a surprise, as its standout item, an off-the-shoulder crimson dress, costs an eye-watering £399 – more than 10 times the price of some of its cheaper sartorial offerings.

Next’s £399 red lace dress, featuring elaborate frill and ruche detailing, has been designed in collaboration with Singapore label Whole9Yards

The least pricey item is a £35 pom pom hat, with Next bosses insisting the collection sits between ‘an accessible and premium bridge price point’.

The red lace dress, featuring elaborate frill detailing, has been designed in collaboration with Singapore label Whole9Yards. 

Next’s Label business, launched in 2014, sells items designed by third-party brands – but its latest venture, touted as the ‘ultimate curated wardrobe’, comprises pieces which are exclusive to the store.

The new line, available online at, is described as ‘a new collaborative collection crafted in partnership with an ever-changing roster of designer, contemporary and emerging brands to create beautiful, limited-edition pieces’.

The brands include Rejina Pyo, AV Robertson, Teatum Jones, J.Won, Osman, LabLondon, Whole9Yards, Mimi Berry, Hudson Shoes, and Rose and Rose. 

And the pieces, available from Wednesday, tap into some of the biggest AW17 trends including shearling, suede, cashmere, silk, merino wool and velvet.

Label/ Mix is available exclusively online at and Label Book.