Very Group’s star e-tail site Very has just unveiled its brand new own-brand fashion line with the company debuting the Very Collection on its webstore on 4 September.

The company said it’s “the evolution of the digital retailer’s own-brand fashion ranges” that have been “modernised with elevated design elements, quality staples and new capsule trend collections”. It has also wrapped two of its existing own-labels (V by Very and Everyday) into the new offer.

It comes as consumer research from Very shows that more than half (51%) of women “feel more confident when they have a set of versatile, go-to pieces, and almost three-quarters (72%) agree a curated wardrobe of quality staples makes dressing each day simpler and more enjoyable”.

The AW25 launch “marks a new chapter for Very’s own-brand offering” we’re told. “Curated with intention, it champions a foundation of timeless wardrobe essentials, refined seasonal staples, and modern accents”.

Very also said the new offers is “bolder and showcases a trend-focused aesthetic, helping to diversify the online retailer’s own-brand fashion range spanning women’s, men’s, and kids”.

And it means the retailer’s own-brand product range options have risen by 15% year on year. Prices for the new offer range from £4 up to £250 and the pieces “will provide trend-led capsule collections focusing on head-to-toe dressing”.

Trading director Victoria Nelson said the company has “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”.

The launch is being promoted via the latest Haus of Flamingo campaign, dubbed The Exhibition, that also kicks off on Thursday. It follows Very’s “flock as they step into an art exhibition filled with flamingo-inspired art and fashion. By the end of the story, they themselves have transformed into a stunning work of art. The creative setting indicates quality, style and design which is at the heart of The Very Collection”.

Included is a hero 30-second TV advert, complemented by shorter versions and a wide range of social-first and influencer-led content.

The group’s chief commercial and strategy officer, Sam Wright, called the launch “the natural next step for our own-brand proposition, it brings together fashion fundamentals and the finishing touches to complete any look. 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. Enhancing our own-brand range is a key part of how we help families get more out of life, and we’re excited to continue building on this over the next 12 months as we expand the collection into other categories.”