By  on August 31, 2007

LONDON — "A store really showcases your mood," said Savannah Miller, who sat having her makeup applied at her and her sister Sienna's newly launched Twenty8Twelve store on leafy Westbourne Grove here Thursday, ahead of a party to fete the venture.

Indeed, with its painted cream floorboards, antique glass medicine cabinets displaying jewelry, window filled with Victorian glass bottles and frayed tailor's dummies dotted among the Empire-line dresses from the brand's fall collection, the space typifies the Miller sisters' undone, London aesthetic.

The 600-square-foot store, whose neighbors include Mulberry and posh swimwear boutique Heidi Klein, officially opens today, and showcases the entire Twenty8Twelve collection of cotton dresses, tuxedo jackets, shirts and leather jackets on simple steel rails. Skinny jeans in blue, red and black washes are displayed haphazardly among bowls of white roses on a trestle table that runs along the center of the store. The shop also carries shoes by Jenne O and jewelry by Philippa Holland and Lisa Moss.

Savannah Miller said she plumped for the space, a former Pepe Jeans store (Twenty8Twelve is backed by Carlos Ortega, the owner of Pepe), ahead of a central London location. "A store in town would be too serious and grown up — this is nice and intimate," she said.

The artist David Cooper, who designed prints for the fall collection as well as the illustrations on the garments' swing tags, collaborated with the Millers on the space. He designed the installation in the window — complete with dismembered mannequins and a jar of antique animal skulls — and his ink drawings are hung on the store's otherwise spare cream walls. Miller said customers had already been drawn to peek in the window. "I saw one woman point to a print top in the window and say 'I'm gonna have that one!'" said Miller with a laugh.

She declined to give sales predictions for the store. "We're just very excited to see what happens, and hope it's a huge success," said Vanessa James, the brand's product manager. "The price points are keen, the quality is good and the fits are really commercial."

James added she expected similar pieces that had been popular at wholesale to sell well in the store."We think the oversize shirtdress will do really well, and the zipper jeans," said James. "People like to attach something with a name, and they know Sienna will be photographed in them."

Miller and James said that while they would like to eventually open more stores, they were keen "not to walk before we can run."

"In a situation like this, where it's a 'celebrity brand,' there's an inclination for it to mushroom," said Miller. "We want the brand to have a long life and integrity, when every piece has that attention to detail."

Later that evening, Sienna and Savannah Miller mingled with guests including Rhys Ifans, Kelly Hoppen and Jaime Winstone as they sipped Tom Collins and French martinis at Lonsdale House, a bar near to the store. "We're so pleased with it," said Sienna Miller, who was wearing a Rigby belted shirt from the collection. "And I love the zippered jeans — I fought for them, they're my baby."

Most of the London crowd gathered outside on the terrace to share cigarettes, where they were serenaded by an eclectic band of musicians — including a double bass and accordion player — who'd previously played at Savannah Miller's wedding.

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