Statement John Smedley x Bluebird collab collection lands in London

Two big names in British design — John Smedley and Bluebird — have united this season to launch a capsule collection. The result is a refined knitwear edit that “blends heritage, modern craftsmanship, and the enduring elegance of blue”.

Bringing together over two centuries of knitwear design/expertise (John Smedley) with the spirited identity of a contemporary fashion community with heritage in its DNA (Bluebird, of King’s Road fashion store/restaurant fame), the capsule features a curated range of trans-seasonal knitwear pieces using the the former’s signature fibres, including extra fine merino wool, luxury cashmere mixes and Sea Island cotton.

The collection’s colour story revolves around “a spectrum of considered blue hues — a nod to the longstanding affinity both brands share with this most versatile of tones”. 

From sky blues and pale sea tones to deeper shades like midnight and indigo, each piece “echoes the timeless quality of navy while introducing tonal variation for modern wearability”.

Jess Mcguire-Dudley, managing director at John Smedley, said: “We were excited to collaborate with a brand like Bluebird, whose approach to modern craftsmanship mirrors our own commitment to enduring style.

“This capsule celebrates what both brands do best – thoughtful design, timeless colour, iconic garments, crafted to last from the finest of ingredients.”

Martin Williams, CEO of Bluebird parent The Evolv Collection, added: “Like John Smedley, Bluebird proudly sits as a British Heritage brand.This is a collaboration with the world’s finest knitwear company and a natural partnership. As we approach London Fashion Week it seems natural to be launching this beautifully curated fashion collection.”

The John Smedley x Bluebird capsule collection is available to buy at South Place Hotel, Bluebird City and Bluebird Chelsea, priced from £150.