Giambattista Valli opens London flagship on Sloane Street

By

Sandra Halliday

Published
May 15, 2018

Giambattista Valli has opened a London flagship on Sloane Street as the key shopping thoroughfare’s profile moves even further upmarket with a raft of recent openings adding to its ultra-luxury appeal.

The 2,500 sq ft space at 29 Sloane Street features the designer’s complete collection, including eveningwear, accessories, jewellery and the still-new denim and activewear. It’s his fourth European store with the others being in Milan, Paris and St Tropez.

The denim/activewear launch came as the designer said he wants to offer his customers something for their 24/7 lives rather than just for special occasions.

The new store, which features one-off vintage and contemporary furniture, has a giant screen as its focal point, designed to draw visitors into the Giambattista Valli universe.  

While there are plenty of mirrors inside, the overall feel is very private so that passers-by won’t be able to stare at what’s going on inside, which makes sense given Valli’s long list of celebrity clients.

Sloanestreet.co.uk reported that the store concept follows that of the Paris and Milan locations but has been customised “as an ode to the style and culture of London.”

The new store is in good company with neighbours including Tom Ford, Giorgio Armani, Versace, Alberta Ferretti, Emilio Pucci, Roger Vivier, Ermanno Scervino, Missoni and Emilia Wickstead, whose only London fashion stores are on the street. There are also recently-relaunched Hermès and Fendi boutiques there.

Giambattista Valli has only been available in high-end department stores in London until now but the label’s presence in harrods and Harvey Nichols, close to Sloane Street, will have built up a strong market in the area for the brand.

The opening comes just a month after the brand opened its second boutique in South Korea, in the Lotte Main Department Store Avenuel branch in Seoul.