Gabriela Hearst opens London store on Brook Street

By

Sandra Halliday

Published
Sep 20, 2019

Uruguayan designer Gabriela Hearst has opened a London flagship, taking over the former Vera Wang store at 59 Brook Street in Mayfair (it was also previously a Comme des Garçons location) with the debut marking the label’s first store outside of the US.

Hearst worked with star architectural firm Norman Foster to transform the space opposite luxury hotel Claridge’s with the interior having a sustainability edge with plenty of eco-friendly features. They include using upcycled wood for the parquet flooring and display cases hand-carved from trees that fell in a storm, as well as recycled hangers, and biodegradable packaging. They echo the  minimal-waste-eco-aware approach that the brand takes to its overall fashion offer.

The four-year-old celebrity favourite label will be selling its womenswear, accessories and jewellery in the store, as well as the menswear range that launched earlier this year. And the in-demand Nina bag will also be there, albeit subject to a waiting list.

The two-storey boutique is located in London’s key luxury area. It’s just around the corner from the city’s most expensive piece of real estate, Bond Street, which is packed with luxury labels, and is also close to the expanding luxury shopping area in Mayfair that’s focused on Mount Street.

Gabriela Hearst’s prices are at the extreme luxury end of the market. Dresses, for instance, sell for several thousand dollars. In January, the company announced that LVMH Luxury Ventures, the fund launched by the French luxury giant to support emerging labels, had taken a minority stake in it.