Sézane opens London store

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French online fashion brand Sézane has opened its first store in the UK in Notting Hill.

The affordable luxury brand has gained a loyal following in the UK, thanks to its strong social media presence and affordable prices compared to similar brands such as Sandro and Maje. Sézane dresses are priced around the £150 mark and knitwear is under £100.

The 2,061 sq ft unit on Westbourne Grove is the fifth physical store that the brand has opened worldwide, with other stores located in Paris, Aix-en-Provence, and New York.

Sézane previously ran a successful pop-up shop on South Molton Street in the run up to Christmas. The brand also operates two click-and-collect Conciergeries in Paris, and an Atelier for the Octobre Editions menswear line.

Brand founder Sézalory said London played an important part in the history of the brand: “It all started 14 years ago when my sister moved to London leaving three bags of vintage pieces behind. I took out my camera and started an online adventure on eBay, without knowing it would be the beginning of my professional path.”

Items expected to appeal to the UK market include the signature Will denim jacket, blouses, and a £185 pair of leopard-print ankle boots. Brand essentials are available year round, and new capsule collections are dropped each month, often selling out within minutes.

The new store is open now at 233 Westbourne Grove, Notting Hill.