The orange and brown flag was blustering about outside, proudly signaling the opening of the store below. It is the new kid on the block; only she is not that new, just a very well kept secret – until now.
Tory Burch has finally launched in the UK, helping the expats of the US in London, specifically New Yorkers, feed their Burch habit. For a while now the gold emblem has been sneaking around on the toes of those that know, winking in the sun (when there is any) and causing a niggling feeling that you know the sign but you just cannot place it.
The store on New Bond Street is a sleek boutique, which stands in the shell of a townhouse, and so the layout lends itself to the residential feel the store gives. Tory herself has designed each store with a home in mind, and the Bond Street store gives a superb impersonation of New York apartment. Last week it was crammed full – literally – with clients, celebrities and press to celebrate its opening.
Inside the new London store
Tory Burch with Jacquetta Wheeler
Tory Burch with Thandie Newton and Laura Bailey
source:bpcm photographer:Dave Benet
The luxurious pieces from shoes, ready to wear and accessories were on display for all to admire. Most were walking around making a mental shopping list for the following day. You see the clever thing about the TB brand is, whilst it feels, looks and is, a luxury brand, it is also within reach for many people. So now you know the secret and when you next see the gold double T logo, be it on a bag, shoe or swimsuit buckle, your feeling can officially change from niggling to smug.
Emily Jerman lives in London and is a freelance stylist, writer and a contributor to PapierDoll. For more information visit : www.emilyjerman.com