Shops in Sloane Square and Covent Garden represent the companys first permanent retail presence in the British capitaland the new locations are already winning fans.
I love it. I have to say, its my favourite Kate Spade store, Creative Director and Co-President Deborah Lloyd told ELLE from her perch in the Sloane Square store. Im reclining on a gorgeous midcentury modern turquoise sofa, thinking, I want to move in here.
The label known for its fresh-faced, retro-preppy clothes and classic handbags started 18 years ago as a handbag line. Its bright, optimistic vision of ladylike dressing has drawn the fancy of Zooey Deschanel
and Emma Roberts
. Despite recent inroads into the British market by American style stalwarts such as Banana Republic, J.Crew
and Anthropologie, Lloyd said she expects the brand to appeal to UK shoppers hungry for something spirited.
Bringing it here, we see it through fresh eyes. Its the wit and the whimsy and the colour, the irreverence that sets us apart. We dont take ourselves too seriously, and its great to see that through the London girls eyes.
Kate Spade tested the London retail waters with a pop-up store last year
. The Covent Garden townhouse site had the feel of a much cooler friends flat, with its hodgepodge of vintage mirrors, wallpaper-backed wardrobe doors and book-filled fireplaces. My father was there. He helped us wallpaper one of the cabinets, Lloyd said. This is a little more professionally done; its a little more sophisticated.
Whereas the floors at the Sloane Sq