J. CREW, TAKE TWO: In a marathon few days of celebrations, Jenna Lyons, J. Crew’s president and executive creative director, hosted an afternoon tea — plus wine — at the brand’s Women’s Collection store in South Kensington on Thursday.
The opening comes a day after the unveiling of the brand’s first European flagship on Regent Street in central London.
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The 3,500 square feet store at 175 Draycott Ave. is located near Joseph, Chanel, Stella McCartney, and a new, standalone Carven boutique in one of London’s most affluent and international residential neighborhoods.
For the opening, the windows have been filled with big, white paper sculptures in the form of London and New York icons such as taxi cabs, Marble Arch, and the Empire State Building, made by Daniel Sean Murphy.
In addition to J. Crew Collection and accessories, the store also carries labels such as Comme des Garcons, hats by Patricia Underwood, and boots by Penelope Chilvers. There are also exclusive items such as custom-made bejeweled and embellished collars made by the J. Crew creative team.
“About 50 percent of the product you see here won’t be on Regent Street,” said Lyons from the upstairs shoe area where she greeted press and VIP shoppers.
“This store feels more neighborhood-y, and is about finding jewel-box things and special items,” such as a double-face cashmere coat, and navy jacket with gold bullion embroidery, she added.
Lyons said she and the team spent much of Thursday morning tweaking the Regent Street store, which played host on Wednesday night to a throng of guests who had lined up around the block to get into the opening party.
On Friday morning — the first official day of trading for both stores — J. Crew plans to release 1,000 multi-colored, bio-degradable balloons from the Regent Store when the doors open at 10:00 a.m.