For Spring Summer 2010 Debenhams is delighted to announce the relaunch of Principles one of Britain’s biggest and best-loved brands back on the high street, with internationally renowned designer Ben de Lisi at the creative helm.
The collaboration was hugely anticipated by customers all over the UK, with Debenhams experiencing overwhelming customer demand for the brand’s return. Thousands of searches have been made on their website and store staff have been inundated with enquiries. There are approximately 5 million loyal Principles customers in the UK, so Principles by Ben de Lisi is finally a destination on the High Street for them to shop once again.
Under Ben’s creative direction, Debenhams is moving the brand back to what it is celebrated for; a timeless, modern collection with a designer twist aimed at the discerning fashion lover. The price position will be lower than before without compromising quality or style.
Distilling the essence of the Principles signature style, Ben has taken classic pieces and reworked them to create a collection of elegant day and weekend wear that can easily be dressed up for evening or worn in the office. A dominant monochrome and navy colour palette is punctuated with a bold injection of scarlet, electric blue and yellow.
Geometric stripes and kaleidoscopic prints are used playfully on softly structured tailoring, separates, shift dresses and dress cots. Star products include the classic belted tipped mac, cropped boxy jackets, pleated skirts cut just above the knee, and cool linen Capri pants.
Crisp cotton poplin shirts and loose fit silky tunics feature border prints and delicate appliqué florals.
The Principles by Ben de Lisi collection hit stores in February 2010 and comprises of 106 pieces of weekend, smart day, occasion and eveningwear as well as a comprehensive petite offering of 46 pieces, complimented with handbags and accessories.
- Black crinkled woven scarf
 | 15.00
Debenhams
This lightweight black woven fashion scarf from Principles by Ben de Lisi features diagonal crinkled patterns running along its smooth surface and short, fine fringing.  |
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- Cerise striped pleated sleeve tunic
 | 45.00
Debenhams
This cerise striped tunic from Principles by Ben de Lisi features a navy, orange, cerise and white stripe design, long retro style pleated sleeves, button fastening to the back of the neck and a blue internal slip with adjustable spaghetti straps. |
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- Light brown pleated t-shirt
 | 30.00
Debenhams
This light brown pleated t-shirt from Principles by Ben de Lisi features a light chiffon and soft jersey fabric mix, a smart tiered pleat design to the front and a round neck. |
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- Ivory collar top
 | 22.00
Debenhams
This ivory collar top from Principles by Ben de Lisi features short sleeves, a Peter Pan collar, a mock button neck and black piped trims. |
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- Black fine tile pattern wide leg trousers
 | 12.00
Debenhams
These black wide leg trousers from Principles by Ben de Lisi feature a fine geometric tile pattern in jacquard beige and tan, and come with a fine brown leather-look belt. They are darted at the back and have wide belt loops. |
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- Petite light brown ribbed panel top
 | 25.00
Debenhams
This petite light brown ribbed panel top from Principles Petite by Ben de Lisi features ribbed panelling through the sides of the body, a chunky scoop neck and short sleeves with button detailed cuffs. |
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- Black patent colour block cross body bag
 | 29.00
Debenhams
This black patent colour block cross body bag from Principles by Ben de Lisi features a cream and black colour block design, a diamond twist lock front, an adjustable strap and zip top fastening. |
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- Petite dark blue kick flare jeans
 | 31.50
Debenhams
These dark blue kick flare jeans from Principles Petite by Ben de Lisi are a stylish, retro inspired design that flare out comfortably at the cuff and draw in at the knee. With a dark rinse design and brown belted waist, these jeans are perfect for any look. |
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- Black spiro print pleat skirt dress
 | 60.00
Debenhams
This black dress from Principles by Ben de Lisi features a sheer overlay with a spirograph effect pink, tan and navy spot print design. It has a scoop neck, a belted waist and a pleated skirt. |
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- Navy spotted jacket
 | 45.00
Debenhams
This navy spotted jacket from Principles by Ben de Lisi features two pockets to the waist, two button fastenings to the front, lightly padded shoulders and a plain navy lining. |
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