Kate Moss (yes that Kate Moss) has teamed up with the massive Polish high-street brand Reserved to bring the new Autumn/Winter ’17 to London. The entire collection has Kate's stamp of approval and the collection will be refreshed every two weeks to keep the shop new, fresh and interesting. Essentially, this means that if you like something, you better get it while you still can.
The pricing is also great. The collection isn't expensive and rivals other high-street brands like Zara in terms of pricing. The store itself is absolutely huge and essentially 'divided' into four with Women's, Men's, Accessories and Kids departments. Fashion-wise, the store has absolutely amazing content and has some seriously amazing Autumn/Winter pieces at amazing prices. I really didn't see much over the 30-pound mark in the store, excluding only boots and jackets which really is fair enough.
The campaign – fifteen black-and-white images which were shot this summer by Daniel Jackson
The store itself really reflects Moss' rock and roll chic aesthetic with black and white being the main colours and plenty of mirrored surfaces throughout. It is filled with opposites like leather and soft jerseys, the meshing of hard and soft which forms that iconic 'London look' that Kate Moss is famed for. Co-founder and CEO Marek Piechocki spoke about the launch, saying: “The opening of Reserved Oxford Street is an important move for us. 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.”
In terms of the campaign, Daniel Jackson shot fifteen black-and-white images of Moss which are on constant electronic display throughout the store.
Also worth mentioning is the men's collection (even though I don't usually cover it). It's very cool and almost excessively 'London' with bright colours and black simultaneously challenging and complimenting each other.
The shop is definitely worth a visit if you're heading to London soon and definitely worth while taking anyone who is visiting from overseas to see it.