Wednesday, April 21, 2010

Designers join forces to celebrate Browns' 40th birthday

Designers from all over Planet Fashion have come together to give the famous London store, Browns of South Molton Street, and its loyal customers, an amazing 40th birthday present: an iconic piece which will be part of the fashion haven’s "Future Collectables" collection.
The designer labels which signed on for the commemorative project include Alexander Wang, Ann Demeulemeester, Balenciaga, Burberry, Christian Louboutin, Christopher Kane, Dries Van Noten, Erdem, Hussein Chalayan, Maison Margiela, Missoni, Norma Kamali, Rick Owens, Roland Mouret, Sonia Rykiel and Stella McCartney.
The collection is designed to be affordable and aspirational, with prices ranging from £175 for a Maison Margiela T-shirt, to £2,500 for a Rick Owens’ leather jacket. Each piece will have a special, limited edition "Browns 40th anniversary" label inside.
The "Future Collectables" is available in all Browns’ locations including London’s South Molton Street, W1, and Sloane Street, SW1, as well as Browns’ website. There will be a special "pop-up shop"created in a dedicated space within each store and on a specially-created online store within the website for the entire year.
Browns is also partnering with key luxury international retailers in Berlin, Dubai, Zurich and Geneva, to create a temporary, "Future Collectables" travelling, pop-up shop.
To further mark its 40th birthday, Browns has also organised a retrospective exhibition which will open at the new gallery space, The Regent Penthouses & Loft, in Marshall Street, W1, on May 13th.
This includes a portfolio of portraits by Paolo Roversi of 40 Browns "ambassadors" - designers, actresses, celebrities and models who have a connection with the store, including Azzedine Alaia, Marc Jacobs and Natalia Vodianova - as well as an exhibition of iconic designs which cover Browns’ fashion history since 1970 when the store opened at 27 South Molton Street.
Over the years, it has grown into one of the world’s most famous designer label destinations. Browns was founded by Joan Burstein, CBE, a fashion icon in her own right - always affectionately known as "Mrs B" - the woman who made John Galliano famous by placing his Central Saint Martins’ graduate collection in the store windows in 1984, and her late husband, Sidney Burstein.
“Mr B” sadly passed away earlier this month. Although he did not live to see the 40th anniversary celebrations, he died in the knowledge that the arrangements for the birthday of the store he loved so well were all in hand.
More than thirty world-renowned designers - many of whom were introduced to the British fashion public by the de luxe shopping destination - have re-issued an archive piece or created an exclusive limited edition item in honour of Browns’ celebrations this year of four decades in business.

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