French lingerie label Vanity Fair to open in London second international store

French lingerie label Vanity Fair is in full swing, with retail expansion its first priority. Vanity Fair opened a Parisian flagship in rue de la Paix in September. A store with minimalist interiors, entirely focused on putting maximum emphasis on the products on display, and which will soon be replicated in London, as the label has already inked a deal for its first UK flagship.

The 100 sqm store’s concept will also feature at the London boutique, set to open in 2018 on the equally prestigious Bond Street, in a 120 sq m store right opposite Victoria’s Secret. Vanity Fair will showcase all its collections there. The London opening will be the third of a series of 15 planned by the label in the medium term.

The label is also busy setting up its first e-store, expected for the middle of October. The new virtual showcase will provide a boost to its international expansion, supported by the advertising campaign for the autumn under the creative direction of Emma Wizman.

The label is part of French fashion group Vanity Fair Brands Europe (also the owner of Lou, Bestform and Variance), and its current expansion drive is fuelled by the Perceva investment fund, which acquired the group at the end of 2015 putting Joëlle Pellegrin in charge of the relaunch of all of its brands.