Established just six years ago, premium London label The Fold has established a reputation as the go-to online womenswear brand for professionals who favour feminine cuts for their formal workwear – and a clean, modern aesthetic that takes them effortlessly from desk to dinner party. The brand started out offering a semi-bespoke service from a studio in Clerkenwell (now closed), and its founder Polly McMaster plans to build on this offering at its first Belgravia boutique, which opens on March 2.
Housed in a Grade II-listed building, the store’s new Cadogan Place address is perfectly positioned for the label’s well-heeled clientele. “We were very lucky to find this location on the Cadogan Estate, where the local businesses have a real synergy with our brand and meet many of our customers’ needs,” says McMaster, a former city executive. “We wanted the store to fit around their lifestyles, and the shops, galleries and hotels in the area are very appealing – it feels like a great place to set down roots.” Building on the personal service offered at its studio, McMaster aims to create a hub for working women. “Our customers already network with each other and form friendships through The Fold,” she says.
The light, contemporary interior of the two-storey boutique was designed by consultancy KKD to conjure the ambience of a private members’ club. It also sourced pieces by women artists such as surface designer Stephanie Tudor, who created the store’s centrepiece bar.
Visitors who call by can arrange one-to-one styling sessions, meet friends or have coffee and catch up with work, while the space will host regular events for customers. Peruse the full spring collection at the store: from softly draped blouses (£195) through to flattering, often asymmetrically cut wool or silk dresses (from £225) to fine-wool coats (£495) with feminine detailing such as sculpted cuffs. It’s planned as the perfect place to work and play.