Kate Moss has been announced as the new face of Polish fashion brand Reserved. The brand, which operates from more than 1600 stores in 18 countries, is poised to open its first UK store on September 6 in the former BHS store. It will also launch a dedicated UK ecommerce website.
Ahead of the grand opening, the celebrity model has issued her stamp of approval by featuring in an advertising campaign and becoming the face of Reserved’s British arm.
The fashion company, owned by LLP alongside brand House and Cropp, stated that the new fashion campaign sought "to bring Reserved’s identity to life in a way that will appeal to British consumers."
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Monika Kaplan, Global Marketing Director for the brand comments, "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."
With Kate Moss as the face of Reserved, the brand is bound to strike the fancy of Londoners immediately. When the supermodel arrived for her shoot with renowned photographer Daniel Jackson, Moss styled herself by picking out her favourite items from Reserved.
The news comes amid stiff competition in the UK fashion sector, with two of H&M’s fascias Weekday and Arket also set to launch in the coming months.
There are also continuing signs that the UK’s clothing sector is struggling, with high street staples like New Look yesterday posting a 60 per cent drop in profits and retail bellwether Next posting another lacklustre quarterly update last week.