So finally, the unveiling of Harvey Nichols’ new 4th floor of contemporary fashion. First impressions were of a minimalist, London version of Colette. The store has pitched the new fashion floor as having a ‘concept store feel’ and it will be constantly evolving with new lines, products, exhibitions and installations. This I like. But I have to say, not much of this was in evidence on the first day. I have to give them props for opening on time however and I always try not to judge too harshly on first impressions as I think with anything, things generally take a while to fall into place.
Aside from the bright modernity of the space, the things that reminded me of Colette were the affordable gifty items – Assouline books, Opening Ceremony tote bags, Ambush lighters, iPods… not much that I haven’t seen before. There is an impressive selection of vintage Chanel bags, which you can also get at D & Me and Matches so nice as they were, I wasn’t knocked out. The promised vintage magazines don’t seem to be on view yet.
The long-awaited trainer wall boasts studded Converse by What Goes Around Comes Around, zebra-print ponyskin Keds by Opening Ceremony and the new Louboutin trainers. And clothing-wise there is representation from a wealth of ‘It Brit’ labels (Mary Katrantzou, Richard Nicoll, Markus Lupfer…) as well as cool hipster brands (Marc by Marc Jacobs, Alexander Wang, Acne, See by Chloe). Alongside these are the label-lover brands – D&G, Anglomania – while the ‘supermarket of luxury’ curated by Alber Elbaz looks to me to be a sweet but limited array of Lanvin knick knacks – Umbrellas! Fans! China figurines! Expensive pencils!
I’m not sure who it’s all aimed at. Earlier reports suggested that Harvey Nichols was hoping to entice a Peaches Geldof demographic but would a Peaches or Cory Kennedy wear D&G? Although there’s a hint of the cool, streety Colette vibe with the books and lighters and gifty things, the fashion still seems to me to be the same Harvey Nicks labels I have been seeing for the last few seasons. Overall, it’s not a bad start but it could do with some of the buzz of the Marc by Marc Jacobs store or the unexpected variety of Anthropologie. I would like to see more surprises round every corner … hopefully that’s to come.