Very Launches New Own-Brand Fashion Line "The Very Collection" Elevating Style and Staples

Very, the prominent e-tail site under the Very Group, has officially launched its highly anticipated new own-brand fashion line, "The Very Collection." Debuting on its webstore on September 4th, this new offering represents a significant evolution of the digital retailer’s existing own-brand fashion ranges. The collection has been meticulously modernised with elevated design elements, a focus on quality staples, and the introduction of fresh capsule trend collections. Notably, The Very Collection also integrates and revitalises two of Very's well-established existing own-labels, V by Very and Everyday, bringing them under this cohesive new umbrella.

The strategic unveiling of The Very Collection is firmly rooted in comprehensive consumer research, which revealed compelling insights into women's fashion preferences. The findings indicate that over half (51%) of women experience greater confidence when they possess a versatile set of go-to pieces. Furthermore, a substantial three-quarters (72%) agreed that a thoughtfully curated wardrobe of quality staples significantly simplifies daily dressing and makes the experience more enjoyable. Positioned as a "new chapter" for Very’s own-brand offering, the Autumn/Winter 25 launch aims to champion a foundation of timeless wardrobe essentials, refined seasonal staples, and contemporary accents. Very also notes that this collection adopts a bolder, trend-focused aesthetic, broadening the appeal and diversity of its own-brand fashion range across women's, men's, and children's categories.

This expansion has resulted in a notable 15% year-on-year increase in the retailer’s own-brand product range options. Prices for The Very Collection are accessible, ranging from £4 up to £250, with pieces designed to form "trend-led capsule collections focusing on head-to-toe dressing." Victoria Nelson, Trading Director at Very, emphasised the company's commitment to quality: “We have elevated our quality levels, and the new own-brand collection aims to improve our fashion and design credentials by delivering much-loved wardrobe staples alongside new season trend must-haves.” This ensures customers receive both reliable favourites and exciting new additions.

To support this landmark launch, Very has rolled out its latest "Haus of Flamingo" campaign, creatively titled "The Exhibition," which also commenced on Thursday. The campaign features Very’s signature "flock" as they immerse themselves in an art exhibition adorned with flamingo-inspired art and fashion. The narrative culminates with the characters transforming into stunning works of art themselves, a powerful visual metaphor that underscores the quality, style, and design central to The Very Collection. The extensive promotional strategy includes a hero 30-second TV advert, complemented by shorter versions, a wide array of social-first content, and robust influencer-led campaigns to maximise reach and engagement.

Sam Wright, Chief Commercial and Strategy Officer for the Very Group, articulated the strategic significance of the launch, calling it "the natural next step for our own-brand proposition." He highlighted how the collection seamlessly brings together fashion fundamentals with the crucial finishing touches required to complete any look. Wright further explained, "Alongside introducing fresh and exciting ranges, the new collection brings together the much-loved V by Very and Everyday brands under one revitalised offering. This means customers can still find their favourite products while discovering something new." He concluded by underscoring that "enhancing our own-brand range is a key part of how we help families get more out of life," expressing excitement for further expansion into other categories over the next 12 months.