Announced earlier this week as the face of Paige Denim for 2015, last night Rosie Huntington-Whiteley opened the brand’s debut shop in Europe alongside founder, Paige Adams-Geller.
Situated within the Denim Studio at Selfridges on London’s Oxford Street, the LA label’s new space holds nearly 200 different styles across its 37 square metre floor, amongst them new pieces, core styles and 21 Selfridges exclusives.
“I had the opportunity to meet Rosie in London a couple of years ago,” Paige said of Rosie’s appointment, “and I walked away feeling that she epitomised what our brand is all about: effortless and feminine with a bit of edge.”
Elsewhere another US brand made its (sort of) London debut yesterday, as Opening Ceremony set up shop in Shoreditch High Street’s Ace Hotel.
The second of the label’s UK stores really – the first in east London – the shop’s interior is the work of artist Max Lamb, who was invited by Opening Ceremony to create the space’s concept.
Upon Lamb’s floating rails, London labels such as Faustine Steinmetz and Marques’Almeida share space with Raf Simons, Hood by Air and OC collaborations; the shop will receive an exclusive preview of the DKNY for Opening Ceremony collection, ahead of it’s 1st September launch.
Lastly, A Number of Names is holding a three day sample sale, teaming up for the first time ever with ‘the UK’s No1 community and sneaker festival’, Crepe City.
Open from today until 5pm on Sunday, the sale at The Old Truman Brewery on Brick Lane will have stock from labels such as Billionaire Boys Club, ICE CREAM, Gourmet Footwear and some, with prices starting from as little as a fiver.
Crepe City meanwhile – open tomorrow only – boasts over a thousand rare trainer styles, unlikely for anywhere near five quid.