Introducing Reserved: The Polish High-Street Brand Kate Moss Is Backing

Kate Moss has introduced us to a new high-street brand: Reserved. The Polish store will launch in London on September 6, and ahead of the Oxford Street store opening its doors, Reserved has released a teaser image of Moss modelling its wares.

Naturally, Moss gives the clothing – a black PVC mini skirt and logo tee – her signature, mussed-up, rock ‘n’ roll aesthetic, so what else can we expect from Reserved? The Polish export already has 450 stores across 18 countries, and is popular due to its trend-conscious, affordable collections that are refreshed every two weeks. It’s part of the LPP Group, a European clothing conglomerate that is serious about expansion.

Speaking about the UK launch, co-founder and CEO Marek Piechocki commented: “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 next few weeks will see the brand drop more campaign imagery of Moss, all shot by Daniel Jackson. The recruitment of the model is a deft tactic to put Reserved’s European aesthetic into context for Londoners – those who still look to Moss for fashion inspiration.

“It was important for us to portray the personal, private and authentic attitude of Kate in this imagery - this is what the Reserved brand embodies, both style and individuality,” said global marketing director of the brand, Monika Kaplan.

Reserved is not the only European store to join the British high street this summer. H&M’s latest brand, Arket, will also open on Oxford Street on August 25, with a focus on sustainability, durability and quality within the same minimalist Nordic aesthetic as COS and & Other Stories, the successful Swedish brands already in H&M’S repertoire.Arket: The Ideal Everyday Uniform.