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July 23 2014

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For Kate Spade, It’s London Calling

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Kate Spade may be a true New York brand, but for a month, at least, it’s going London. The company has turned a Georgian townhouse in Covent Garden into the Spade girl’s dream pad. The bags on which the brand got famous are all here, of course, but so too are lingerie and hosiery, fragrance, a capsule clothing line, jewellery, and bedding—even a few one-offs specifically for U.K. girls, like an enamel “London Calling” bracelet and a leather London bag. So why the U.K., why now? “We did what we call a restoration of the brand,” said Chief Creative Officer and President Deborah Lloyd, herself Brit. “After that was complete, we felt that the time was right to introduce or, shall I say, reintroduce Kate Spade to London. When we found this house, it all fell into place.”

Because no opening is complete without a party, last night brought in a host of cute young things. Leigh Lezark (left), Cara Delavigne (Poppy’s younger sister), VV Brown, and the Mark Ronson-produced girl band The Like (who performed) all showed up to check out the wares. They’ll have to act fast to grab any this time around, but the Spade brand has more permanent designs on London in the works. “We have scouted some locations and are close to signing something—expect our first London store in 2011″, Lloyd said, rushing back to New York to shoot the new ad campaign with Bryce Dallas Howard. “So it’s not adieu, just au revoir for now.” Or should that be ta?

Photo: Courtesy of Kate Spade

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