Polish high-street fashion brand Reserved made its UK debut on Oxford Street when it opened in 2017. With on-trend looks for women, men and kids dropping every two weeks, this might become your new favourite fast fashion brand. It was an instant hit with shoppers and famous names when it launched a collection with Kate Moss in the UK. British supermodels Cara Delevingne and Georgia May Jagger have also previously starred in the brand’s campaigns.
You’ll find daywear, including streetwear-inspired pieces, knitwear and workwear at the store, including ready-to-wear suits for men. Creative director of the brand Sho Kondo worked at Balenciaga, Isabel Marant and Zara before joining the company and brings a truly international perspective. Their most popular styles are made in Poland, meaning they can get from design concept to shop floor in three weeks, ensuring you’ve always got the latest trends.
Reserved might be new to the UK, but it was founded in 1998 and has turned its “fashion with an Eastern European twist” aesthetic into a hit across neighbouring countries and the Middle East. The store is designed to make you feel at home with plenty of mirrors to check clothes against yourself conveniently, comfortable seating areas and the kids will be kept happy with an M&M dispenser. There’s a touch of gritty Slavic cool to the space, with monochrome black, white and grey interiors and exposed concrete pillars. Everything is on one floor, but at 3000 square metres, you’ll want to spend plenty of time here to explore it all.