The French fashion house has strengthened its London estate with a two-storey Regent Street flagship, bringing its full ready-to-wear and accessories collection to the West End.
GERARD DAREL has opened a new flagship store at 221 Regent Street in London, strengthening the French fashion brand’s physical presence in the UK as it continues to expand internationally.
Spanning 180 sq m across two floors, the new GERARD DAREL store has been conceived as a Parisian’s London apartment, combining the brand’s French identity with its central London setting. Art, vintage furnishings and artisanal objects are used throughout the space alongside a material palette of terrazzo, travertine, wrought iron, warm oak and elm wood.
The store carries GERARD DAREL’s full collection of ready-to-wear and accessories, including the 24H Bag, Anna Jeans and its signature trench.
Its arrival on Regent Street adds a third established London boutique location alongside Marylebone High Street and King’s Road, giving the brand a larger presence in one of the capital’s principal retail districts.
“Regent Street, with its unique blend of heritage and cosmopolitan energy, is the ideal setting to express GERARD DAREL’s effortless Parisian spirit. Our new corner flagship serves as a powerful window to the world and marks a significant step in our UK development, strengthening our connection with British and international customers who value craftsmanship, timeless style and modern femininity,”
The Regent Street store forms part of a wider programme of international growth for GERARD DAREL, following recent flagship openings on Madison Avenue in New York and in Dubai and China.
The company reports turnover of £137 million and consistent year-on-year growth of 10%, with a positive outlook through 2026.
GERARD DAREL currently operates 250 owned boutiques and shop-in-shop locations, supported by a further 230 wholesale and franchise partners internationally.
“Our vision is to bring Parisian elegance to every corner of the world while staying true to the authentic spirit of the brand,”
David Maruani Chairman, GERARD DAREL
Founded in Paris in 1971 by Danièle and Gérard Darel, the brand produces ready-to-wear and accessories and cites cultural figures including Jackie Kennedy and Jane Birkin among its influences.
Dree Hemingway Returns For Autumn/Winter 2026
Alongside the London opening, GERARD DAREL has unveiled its Autumn/Winter 2026 campaign with Dree Hemingway returning as the face of the brand for a second consecutive season.
Hemingway grew up in Sun Valley, Idaho, and later trained at London’s Royal Academy of Dramatic Art. She now divides her time between Paris and Los Angeles.
Her screen work includes Starlet, collaborations with Noah Baumbach and Alex Ross Perry, and, most recently, American Love Story.
The Autumn/Winter collection includes tailored men’s jackets, coats, knitwear and textured pieces, with the campaign photographed in Paris, including scenes on the city’s streets and along the banks of the Seine.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
