Store Launch : Loft Design By…

Last week saw the official launch of French fashion concept brand ‘Loft Design By’s’ second London store in Marylebone.

For those unfamiliar with the brand, think quality well-made essentials with a precious, love-worn feel. Understated but modern, luxe cashmere jumpers, fine cotton voiles, soft denim and chambray shirting in neutral colourways would slip seamlessly into any season-less wardrobe. It’s pared down but very cool, characterised by attention to detail.

The shop fit itself has a warming sense of French rusticity with raw wood, exposed brick and low lighting. Drawers, pockets of storage shelving and lifestyle objects strategically arranged make the store feel more like an inviting home to navigate and explore. The fact that every Loft Design By store is located in village-style environments (the other London store is in leafy Westbourne Grove) only adds to the warm feel.

At the heart of the brand is a desire to create clothes, which are ‘undamaging and respectful towards the environment’. This philosophy is reflected in this year’s charity link-up (in which there is a different collaboration every year) with Earth Restoration Trust. To support the cause, you can pick up a special edition non-treated, printed canvas shopper.