Reserved recruits Kate Moss ahead of UK debut

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Kate Moss

Polish fashion retailer Reserved has joined forces with Kate Moss to promote its British debut on London‘s Oxford Street.

The brand, which operates from more than 1600 stores in 18 countries, is poised to open its first UK store on September 6 in the former BHS store. It will also launch a dedicated UK ecommerce website.

Ahead of the grand opening, the supermodel has issued her stamp of approval by featuring in an advert campaign and becoming the face of Reserved‘s British arm.

The fast fashion company, owned by LLP alongside brand House and Cropp, stated that the new campaign sought “to bring Reserved‘s identity to life in a way that will appeal to British consumers”.

READ MORE:  BHS‘ former Oxford Street site to make way for Reserved‘s UK debut

Co-founder and chief executive Marek Piechocki said: “The opening of Reserved Oxford Street is an important move for us.

“London is a fashion capital and having a presence in this prestigious location will be another step towards building global recognition of Reserved as a brand and LPP as a company.”

The news comes amid stiff competition in the UK fashion sector, with two of H&M‘s fascias Weekday and Arket also set to launch in the coming months.

There are also continuing signs that the UK‘s clothing sector is struggling, with high street staples like New Look yesterday posting a 60 per cent drop in profits and retail bellwether Next posting another lacklustre quarterly update last week.

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