Stella McCartney’s brand new global flagship store on London’s Old Bond Street opened its doors to the public today following an official ribbon-cutting ceremony last night, attended by friends of the brand including Kate Moss and Kylie Minogue.
The store spans 700 sqm and reflects McCartney’s approach to sustainability and innovation, and has been designed with customised experiences at its centre. It stocks the designer’s full range of womenswear and menswear, accessories, lingerie, swimwear, childrenswear and eyewear and replaces the old Stella McCartney store on nearby Bruton Street, which opened 15 years ago.
“Old Bond street, it’s probably one of the most prestigious retail locations in the world,” said McCartney. “And for me being born and bred in London and having our business headquarters there and design studio, it’s an incredible honour for us. This store really tells the story of the World of Stella McCartney; incorporating sustainability, fashion and luxury.”
Examples of the focus on sustainability include the first indoor commercial use of Airlabs, offering the cleanest air possible and handmade papier-mache, recycled from the brand’s office paper waste, used to create bespoke decorative panels for the wall of the womenswear floor.
Behind a concealed door on the second floor of the store is a “Members and Non-Members Only” club, which is a customisable space to be used for events, exhibitions and activities and features some of McCartney’s personal family photos and furniture.
The opening of the store follows on from McCartney’s recent deal to buy back full control of her business from luxury conglomerate Kering, ending a 17-year partnership which began when the then Gucci Group backed McCartney to set up her cruelty-free, sustainable luxury brand.