Reserved has partnered with supermodel Kate Moss ahead of its UK launch on Oxford Street next month.
As previously revealed by Retail Week, the Polish fashion giant is moving into part of the former BHS store on the prime London street.
The chain, which is owned by clothing conglomerate LPP, will open its British flagship and launch a transactional website on September 6.
The retailer said the campaign featuring Moss “aims to bring Reserved’s identity to life in a way that will appeal to British consumers.”
Reserved operates 450 stores in 18 countries, selling apparel across the menswear, womenswear and childrenswear categories.
Turbulence in the market
But it could find the UK the hardest market to crack yet.
The fall in the value of the pound, increasing business rates, the implementation of the national living wage and the apprenticeship levy have all added to the cost pressures they are tackling.
Despite the tough macroeconomic climate and political uncertainty gripping the UK, Reserved co-founder and chief executive Marek Piechocki hailed the Oxford Street launch as “an important move” for the business.
Piechocki added: “London is a fashion capital and having a presence in this prestigious location will be another step towards building global recognition of Reserved as a brand and LPP as a company.”