Balmain Descend Upon Mayfair

On the 16th March, French label Balmain launched their first London flagship store in Mayfair’s South Audley Street. Yet Balmain is just one in a long list of designer brands who are choosing the prestigious ‘Luxury Quarter,’ situated in London’s Mayfair, to open their flagship stores, making the W1 postcode one of the most sought after locations in the world.

Guests such as Jourdan Dunn, Poppy Delevingne and Lily Donaldson partied the night away at the famous Annabels club in Mayfair to celebrate Balmain's foray onto British soil. Designer Olivier Rousteing revealed in an interview with British Vogue why the luxury brand chose London above other locations to expand their business. “We have always had a very loyal clientele so it all came very naturally,” Rousteing explains. "South Audley Street is definitely a new shopping destination in the city and Balmain is very happy to be one of the first houses to settle there." And with the help of architect and designer, Joseph Dirand the new flagship store has a pristine monochromatic interior and elegant white décor with floor length mirrors and luxurious sofas; appealing to their international customers.

The interior of the new Balmain boutique

Long has the wealthy Mayfair/Knightsbridge area been home to expensive brands such as Louis Vuitton, Ralph Lauren and Burberry as well as the wealthy clientele who shop in these stores. But with the rise of the property market in the capital and the influx of foreign investment, Mayfair is now the most prestigious and exclusive location for designers to set up shop.

In September 2014, Victoria Beckham opened her first store in Dover Street, sitting comfortably next to luxury shoe giant Jimmy Choo and opposite avant-garde department store Dover Street Market. London Fashion Week favourite Christopher Kane will launch his official  first stand along store in Mount Street in mid March 2015, designed by the acclaimed architect John Pawson, whose work includes the minimal St Mortitz church in Germany. While in the summer of 2014, Karl Lagerfeld was present at the opening of the new stylish Fendi store in Old Bond Street, with guests including models Cara Delevingne and Naomi Campbell. 

Recently, Parisian fashion house Hermes launched their revamped New Bond Street store, with a fully refurbished interior and a tasteful new floor dedicated to menswear. What’s not to love about the most exclusive location in town?