The change of seasons has brought a crop of new fashion openings to London, making switching up your wardrobe an even more enticing proposition than usual. Whether you’re planning on trawling for vintage finds at Marc Jacobs’ new Heaven store, investing in some surrealist Schiaparelli jewellery or sipping cocktails at Rixo’s new King’s Road flagship, the latest launches have something for everyone. Here, we’ve rounded up the new fashion boutiques to know about now.
New fashion openings in London
Heaven by Marc Jacobs
New fashion openings don’t get much more exciting than this one. Heaven by Marc Jacobs, the American designer’s Y2K-inspired diffusion line and collaboration concept, has just opened its doors in the heart of Soho with a storefront that cannot be missed. Situated under the iconic neon sign for Raymond’s Revue Bar on Brewer Street, the opening marks the first standalone store for Heaven outside their flagship on Fairfax Avenue in Los Angeles.
Launching with a capsule collection in collaboration with alternative metal band Deftones – which features distressed knits and mesh garter tops – there’ll be a new collection dropping in-store every month. Alongside their own capsule lines, you’ll also find a vintage curation with NYC-based boutique Heaven I Stay, archive t-shirts from Jerks and custom charm necklaces from BB Smith. The interiors are as striking as the clothes, with vintage posters and props from the archive of London collectors Unified Goods further enhancing the nostalgic Noughties aesthetic.
10 Brewer Street, Soho, London W1F 0SB
After years in the making, Rixo has finally opened its new flagship store in Chelsea. Situated on the King’s Road, about a block further down from its former boutique, the new fashion opening follows the launches of their stores on Marylebone High Street and Carnaby Street, and is their largest boutique to date. Spread over 5,000 square feet and described as a true ‘House of Rixo’, the shop houses the brand’s full range of print-led ready-to-wear pieces, as well as their bridal, bridesmaid and accessories collections.
The new store has a sustainable focus too, with the launch of the brand’s Rixo Rental initiative, where customers can rent their favourite pieces for special occasions (including wedding gowns for sustainably-minded brides). In a bid to promote circular fashion there’s also a Rixo Pre-Loved section in the store, where customers can donate old Rixo pieces, which will then be refreshed and sold at a lower price point. Co-founders Henrietta Rix and Orlagh McCloskey have also curated a ‘True Vintage’ area, featuring one-off vintage pieces from around the world. And if you need a mid-shop pick-me-up, the store even has a beautiful circular bar serving up Kudu Collective cocktails.
114 – 116 King’s Road, Chelsea, London SW3 4TX
Inject a bit of French va va voom into your wardrobe with a visit to JOTT, the French outerwear label that’s just made its way across the Channel. Hot on the heels of their first ever UK flagship store in Marylebone at the end of last year, they’ve recently opened a second London site in the Battersea Power Station.
JOTT – which stands for Just Over The Top – is best known for its simple lightweight down jackets, which come in over 20 colours. Over one million of them are sold each year, alongside their selection of well executed basics and accessories. Founded in Marseille in 2010 and now owned by LVMH, they have over 130 stores in France, so you can expect a fair few more to follow in their wake.
2 Battersea Square, Battersea, London SW11 8BU
After experiencing a resurgence on the red carpet and renewed interest after the appointment of young Texan artistic director Daniel Roseberry in 2019, Parisian luxury couture house Schiaparelli has opened its first London boutique. Housed within Harrods, their arrival in London marks a new bastion of success for the company, which maintains an exclusive approach to retail. In addition to the new Harrods boutique the brand only has three physical stores: one at Bergdorf Goodman in New York, a Schiaparelli pop-up in Dallas at Neiman Marcus and the Schiaparelli Salon at 21 Place Vendôme in Paris.
The sleekly appointed London store, decked out in monochrome marble, plush carpets and sofas for lounging on, stocks a wide selection of the maison’s ready-to-wear pieces, as well as the best-selling Secret and Face bags from its leather goods line. The shop also sells the brand’s iconic surrealist jewellery, which reflects the house’s playfully artistic DNA. Founder Elsa Schiaparelli was known to have collaborated with numerous artists when designing her pieces, including Salvador Dalí and Pablo Picasso.
87 – 135 Brompton Road, Knightsbridge, London SW1X 7XL