Pictures of the green mix paisley print tunic (¡ê29.50) and
cream cable swing cardigan (¡ê39.50) were taken in Venice.

"What I've tried to do is design garments that women can interpret themselves. For example, there are quite a few dresses that can also be worn as cardigans - all in the finest Italian yarn."

Per Una range clothes are manufactured in Italy. A key trend for autumn, Davies believed, will be the wide-leg trouser.

Many of the dresses can be worn as cardigans

"We've always been strong on skirts, and they do really well for us, but I feel really confident about this new wide-leg cut," he said.

"There is a pair of trousers in a small check which I hope will do well."

Tailoring was also strong, with a grey check coat tricked out with black embroidered flowers (¡ê150) looking particularly desirable - and a little reminiscent of a recent offering from Chanel.

Asked whether the wind had been put up him by the arrival of Primark, almost opposite M&S's flagship Marble Arch store in Oxford Street, Davies was bullish.

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