Last week saw the launch of KJ’s Laundry Kings Road. The champagne flowed and guests nibbled on cupcakes from Sweet Couture and browsed KJ’s unique mix of brands. The owners of KJ’s Laundry, Kate Allden and Jane Ellis, mingled with Rosie Fortescue, Daisy Dodd-Noble and Freddie Richardson while Swedish beauties Amanda Hedstron and Ella Haavimb modelled KJ’s unique Scandinavian pieces. Shoppers picked up items from Danish label Rabens Saloner, Swedish cult-brand Hope, Hudson, Currer Bell and jewellery from Alex Monroe (with 20% off, which will last until Sunday on everything in store). I wandered among the towering beauties, munching on the creamy iced cupcakes and drooling over the gorgeous garments.
Following the success of the inaugural store in London’s Marylebone Village, KJ’s Laundry has opened this second store on the ever-fashionable Kings Road, officially launched on Wednesday 5th September. Celebrity fans known to covet the store’s trendy, aspirational mix of international brands include Keira Knightley, Nicole Richie and Vogue editor Alexandra Shulman.
Kate Allden and Jane Ellis saw a niche in the market for affordable designer brands that are less well known in the UK but with a substantial following in their respective countries. Their shopping passion has led them to discover labels such as Hope, the Swedish design house known for its take on masculine high fashion, but here showing elegant womenswear exclusive to the Chelsea store. Another highlight is Currer Bell, a Los Angeles and London collaboration whose timeless printed dresses transcend seasonality. The innovative Samantha Sung, previously a designer at Ralph Lauren and Tocca, has her own trademark prints elegantly adorning the rails. Other notable and established brands include Tucker by Gaby Basora and Pomandere for chic, feminine pieces and floaty shirts and gorgeous knits by Danish label, Rabens Saloner, famed for its minimalistic and clean-cut designs, synonymous with the Scandinavian style.
The interior of the new shop has a New York City boutique feel with laid back décor showcasing the clothes and products in an accessible way. Extracts from Shakespeare’s Richard III line a feature wall of the store, while accents of pastel blue and white are a recurring theme throughout. Alex Monroe’s delicate and iconic jewellery and Hudson’s shoes are beautifully displayed in the store, along with Laboratory Perfume candles and handbags designed by Veja.
Prices range from £75- £400
KJ’s Laundry, 149 Kings Road, SW3 5TX
For more information please visit www.kjslaundry.com