New Exciting Fashion Brand in London!

Posted: 09/08/2017 by Bo

Kate Moss


Whatever recollections you have had while thinking of the address 252 Oxford Street, London (BHS?), it is now a new venue of a Polish fashion boutique RESERVED.


Reserved Oxford St boutique storefront
Photo: Magdalena Trzybinska/LPP


Exciting! Cool! Fresh!


Reserved is definitely known to Polish shoppers, or those who shop in Berlin or Prague, as the brand is already present on those markets too. From this Wednesday (6 September to be precise) it opened its UK doors for the first time, so now Londoners and foreign shoppers alike have a chance to meet the Polish leading brand ‚in person‘ on one of London’s top high streets. It was definitely a big day for the brand which is turning a new page in their history.


But perhaps you have heard of Reserved’s launch in London already – they have had quite a vocifeorus media campaign in London – or you might have seen Kate Moss wearing Reserved collection in posters plastered over London buses, cabs or across street walls.



Model Kate Moss wearing black top and short skirt



The international media got crazy about this opening, complimenting the collection and the choice of the first flagship location. You can follow the coverage of the event in leading magazines and web portals as The Guardian, Harpers Bazaar, Refinery29, Vogue, Marie Claire, to name few.


You can find Reserved boutique in ShopTrotter app for Android.


model wearing orange coat, black turtleneck and balck trousers



The Brand


Founded 21 years ago by civil engineering graduate Marek Piechocki and fellow entrepreneur Jerzy Lubianiec, whose initials form the basis of the group’s name, LPP listed on the Warsaw Stock Exchange in 2001. It is now one of Poland’s top 20 listed companies. Polish retailer Reserved is part of LPP SA and is one of the fastest-growing clothing companies in Central and Eastern Europe.



modell wearinf red sweatshirt




The Muses


The Kate Moss effect on the adds, introducing Reserved in London, has already been a great success. It has caught broad UK media’s attention and received good coverage, which is great start for the brand. And with Kate Moss giving the clothing her signature and rock ‘n’ roll aesthetic, the brand stands a very good chance to become one of the more popular shops among London and foreign shoppers. But Reserved has much more to offer than a rock&roll look. It caters for all tastes and all age groups so it joins the club of shops like Zara, H&M or British NEXT and Topshop.


All Kate Moss campaign imagery has been shot by Daniel Jackson. The recruitment of the model seems to be a wise tactic on the part of Reserved. They have put European aesthetic into British context for Londoners.


“It was important for us to portray the personal, private and authentic attitude of Kate in this imagery – this is what the Reserved brand embodies, both style and individuality,”

said global marketing director of the brand, Monika Kaplan.



The brand has a history of hiring hot names to their campaigns – they were first to book Brooklyn Beckham and Georgia May Jagger in 2015 .


Brooklyn Beckham modeling for Reserved brand


Georgia May Jagger modeling for Reserved brand



You can find Reserved boutique in ShopTrotter app for iOS.



Who is it for?


As said, Reserved is seen as a Polish alternative to H&M or Zara with the same target shoppers and the same wide range of different products: from office suits, casual and business-looking dresses, through jumpers, trendy jeans, shoes, bags, and lingerie. Reserved is now a new offer for London’s women, men, teenagers and kids.


While the chain’s demographic might be millennials, there’s definitely a lot for thirty-somethings to peruse too. Its tweed high-waisted trousers, super size hoodies, pleated skirts, vinyl trenches and knitwear should sell particularly well. And what is important when you think marketing-wise – its broad appeal is reflected in its strong and catchy name.


back-facing model wearing red jacket and black skirt with brown shoulderbag



Additionally, if you think of your budget while shopping, judging by its other European locations, you will be able to shop there within a reasonable price range.

And if you are particularly trends-sensitive, do not worry either. Reserved’s fashion designers are careful trends’ spotters, so you will not miss out on anything that’s trendy in the seasons to come.


Kate Moss
Photo: Daniel Jackson



We hope you will love the Polish brand much as we do and you will find shopping there an aesthetic pleasure. It is for sure yet another alternative for all those picky shoppers for whom the already existing Oxford Street shops offer is not enough.

And we keep our fingers crossed for the brand’s huge success in London!



You can find more hot info on autumn trends in fashion here