Rag & Bone opens first London store

Premium womenswear label Rag & Bone opens its long-awaited

first London and European flagship store today on Sloane Square.

The 5,000 sq ft flagship occupies a prominent position on the corner of Sloane Street and Sloane Square, housing the women’s and men’s collections, as well as accessories and denim.

The interior, which has been designed by Rag & Bone’s in-house store design team in conjunction with London-based Boxco2, has been inspired by Rag & Bone’s New York flagship and complements the architecture of the Victorian-era building, with exposed brickwork and brass features and includes a custom forged cast iron staircase as a focal point.

Managing partner David Neville said: “Rag & Bone is essentially a New York brand but our collections have always been influenced by our British roots, so it made total sense for us to open our first European flagship store in our hometown.

London has always been a very exciting place in the fashion industry, now more so than ever. We also believe Rag & Bone’s aesthetic will really resonate with Londoners and hope this store is the first of many.”

To celebrate the launch of the brand’s first UK store, the New York-based label has introduced its first advertising campaign for autumn/winter 2012, featuring Kate Moss on the deserted streets of Kentish Town, North London. The campaign shot by Craig McDean will break in September issues and will be supported by outdoor advertising.

The brand previously garnered attention for creating unexpected imagery when they invited some of their favourite models such as Miranda Kerr and Candice Swanepoel to take their own photos for the DIY Project - a guerrilla marketing initiative for rag & bone/JEAN.

Following their seasonal runway show in New York, Rag & Bone will also present its spring/summer 2013 collection during London Fashion Week at their new Sloane Square premises on September 16.