News

Meet Reserved: The New High Street Brand Championed By Kate Moss

If we're going to take fashion advice from anyone, it's Kate Moss. The perenially stylish Brit is the new face of Reserved, a Polish brand set to take over the British high street when it opens its first UK store next month.

Taking up residence in the old BHS space on Oxford Street (sniff) the 2,300 sq ft flagship will be a welcome addition to the British high street thanks to its trend-led collections that drop in stores every two weeks. Already stocked in 18 countries and with 450 stores worldwide, it's Poland's answer to Zara, and will no doubt be greeted with pleasure by local ex-pats in the UK.

'The opening of Reserved Oxford Street is an important move for us' explained co-founder and CEO Marek Piechocki. 'London is a fashion capital and having a presence in this prestigious location will be another step towards building global recognition of Reserved as a brand and LPP as a company.'

Hoping to capture Londoners imagination by casting its most famous face, there will be new campaign images shot by renowned photographer Daniel Jackson dropping every few weeks between now and the store opening.

Indeed, Mossy even styled herself for the shoot, being asked to pick what she would wear from the shop floor. Of course, the end result was a leather mini skirt, black tee and just-got-out-of-bed hair.

The British high street is already known for its diversity, thanks to a plethora of European and American stores, including Spanish chains Zara and Mango, Scandi favourites H&M, Cos and & Other Stories and US exports Forever 21 and J Crew. This autumn also sees the arrival of Arket and Weekday - both Scandinavian - but could Reserved mean the rise of Polish style? We'll have to wait and see.

READ MORE: Arket: What To Expect From H&M's New Brand

READ MORE: Weekday: What To Expect From The London Launch

Grazia magazine cover